Severn Trent water wanted to get people to 're-evaluate' their relationship with water, to get them to save more of it. The insight I found was that when told about water wastage,it was in litres or gallons which is hard to visualize.
I created a temporary brand of bottled water (recyclable bottle) filled with Severn Trent tap water to be handed out at events and other prominant locations.
By doing this we were handing out a tangible product with a message and measurement that people could physically relate to.
This also gave the tap water a premium feel that people are less likely to waste in the future. This was backed up by a print campaign a water saving website and a quarterly magazine.