Yarra Valley Water

Melbourne has the best tap water in the world, yet the bottled water industry (and its environmental impacts) is only growing. So we created Dupe - a fictitious brand that does exactly what the big bottled water companies do: ask people to pay for something you can get for free. Overnight we constructed a pop-up store in the heart of Melbourne and sold Dupe's wares to unsuspecting customers. The whole process was captured on hidden cameras and used to create content that would start a global conversation.

The Impact: One in four people tried to purchase our products :) We got coverage in over 175 countries. Tap water usage doubled during the campaign.