DiMassimo vs. the Landfills

In one of the more brilliant ad campaigns in recent history, Droga5 used water itself to fight water shortages in developing countries. (If you don’t know about their TapProject, you should.)

The other big water issue is getting bigger, and ad agencies aren’t helping. It’s about the plastic bottles and the whole landfill mess. Every bottle says “recycle me” on the side, but only about 25% of them actually get recycled. Enter Brita Water with it’s crystal-clear anti-landfill messaging (courtesy of DDB San Francisco, I believe). And now, another voice joins the conversation: DiMassimo advertising in NYC.

Old news for some, but they’ve launched a campaign to convince people to drink perfectly-good tap water from reusable bottles. They call it “What’s Tappening,” and the program comes with a very useful component: the reusable bottle itself.

It’s not as groundbreaking as Droga’s TapProject, but I give them big points for attempting to take on this issue at all. Several ad blogs have criticized the creative work, so all I’ll say is that I think the headlines skirt the main point a bit, with their “free beer, just kidding” structure (note the asterisks). The bottle water issue is a serious one, and there’s plenty of drama in the actual story of it.

Most importantly, does anyone know how it’s working? Please, write in. Let’s hear from someone at DiMassimo. Me and my buddy planet earth are hoping for the biggest success. I'm reading: DiMassimo vs. the LandfillsTweet this!