Greenpeople Juices is a start-up brand focused on organic, natural and environmentally friendly products and production processes. And this year it decided to spread this message to its communication by investing in campaigns that create a social impact. In Brazil, there are 35 million people without access to drinking water. And those who do, have no idea how much water they waste in small day-to-day activities like taking a shower, brushing teeth, washing the car, or simply leaving a faucet in the house leaking. So, on World Water Day, we decided to make people aware of the water waste.

Greenpeople Juices and Instituto E decided to show the exact amount of water waste in a simple and effective way. We launched a special edition of water bottles, made of recyclable glass, which weren't measured in liters or ml, but by a new unit of measurement: everyday waste. 500ML = 18 minutes of dripping faucet. 1,5L = 40 seconds brushing teeth. 5L = 20 seconds stalling in the shower. 20L = 1 minute washing the car with a hose. The bottles were handed out at Greenpeople Juices stores and sent to influencers and the media.

Our approach was focused on raising awareness and creating an object of desire that would at the same time generate awareness and be shareable on social media. So we created the line of bottles that could bring our message and be easily used as prop for videos and photos on social media.

On World Water Day, thousands of bottles were handed out at Greenpeople Juices stores and sent to influencers and the media. At the same time, billboards and print ads announced the activation and the consumer could also visit a website to learn more.

Besides the thousands of bottles handed out at Greenpeople store locations, several celebrities shared the bottles on Instagram. TV presenters, actors, business people, digital influencers and others, with a total of more than 35 million followers combined. The Waste Measure was also all over the media, featuring on the most important news, lifestyle, advertising and design websites. And after World Water Day, Greenpeople received so many requests of people wanting a bottle, that they are manufacturing more and making it a permanent product.