It was World Water Day on March 22 and the drive to preserve the water we need to survive was ably led by Cheil Brazil and organic pressed juices brand, Greenpeople, this year. The partners launched reusable bottles that measure their contents not by millilitres but by the daily activities that cause that much wastage. In the new measurement system, Waste Measure, 500mls becomes the amount of water lost in 18 minutes of a dripping tap. 5 litres equals 20 extra seconds spent under the shower. And so on.

Claudio Lima, chief creative officer, at Cheil LATAM explained, “By creating this new unity of measurement, we’ll make people realise exactly how much water they waste daily, even if it’s for a few seconds.”

The bottles were sent to influencers related to wellness, design and environment and distributed for free during World Water Day in Greenpeople stores in Rio de Janeiro and Sao Paulo in Brazil.

“Greenpeople has sustainability in its DNA and we are super excited to contribute to a legacy that will go beyond a healthy diet. That’s why we are launching Waste Measures, to surprise and engage people so they can make little changes in their daily life, that will have a huge impact,” stated Bianca Laufer, Greenpeople founder.

Credits

Agency: Cheil Brasil

Chief Creative Officer: Claudio Lima

Creative Directors: Ricardo Miller, Fábio Baraldi & Ronaldo Jardim

Copywriter: Marcio Bittencourt

Art Director: Victor Ferreira

Account Management: Enya Café & Silvio Damas

Strategy: Paula Queiroz

Producers: Luzia Oliveira & Cristiane Marinari

Manager Director: Evandro Guimarães

Graphic Producer: Luciano Carvalho

Bottle production company:  Special Glass

Production Company: 7 FILMES

Director: Gugu Seppi

Executive producer: Chico Oliveira

Photography Director: Otimar pacciato

Post Production: Marina Moreno

Client: Greenpeople

Client Approval: Bianca Laufer