Tappening: Smoke

Last year, plastic bottles generated more than 2.5 million tons of carbon dioxide. Drink tap.

Advertising Agency: DiMassimo Goldstein, New York, USA
Creative Director: Rich Buceta
Art Director: Kevin Gentile
Copywriter: Mike Abell
Photographer / Retouching: Bartholomew Cooke
Executive Creative Director: Mark DiMassimo

April 2008


JD's picture
40 pencils

Damn, another thing I have to feel guilty about doing. I though I was safe with effing bottled water. sigh

jsptrck404's picture
437 pencils

where did you think all those plastic bottles went. they all get recycled? maybe you do, and that's great if so, i hope you do, but your average bloke certainly does not. and that's the sad truth. bottles water does more harm than good. the quality and cleanliness of drinking tap water vs bottled water is negligible, especially when compared to the damage to the environment. plastic water bottles are filling up landfills faster than any other item. drink tap or refillable water sources. i'm glad to see this ad definitely got it's desired response then, judging from yours.

| think small |

teenie's picture
1894 pencils

Not another 9/11 reference! Jeez.

tkmatch's picture
13 pencils

9/11 reference?... the ad talks about... how the use of plastic bottles causes lots of carbon dioxide. It's comparing it to a smokestack

humboldt08's picture
7 pencils

Agreed. I don't see 9/11, but I do get the idea of air pollution/carbon dioxide.

jsptrck404's picture
437 pencils

And seconded. So anything that is smoking in any way, shape or form is now a 9/11 reference? C'mon. Looks like a smokestack to me, not a burning building.

| think small |

teenie's picture
1894 pencils

Sorry -- I see New York agency, thus 9/11 reference. Maybe I'm being too Freudian about it, but that's the first thing I thought of.

rebelscum's picture
2110 pencils

I actually thot U were kidding :P


"I saw a subliminal ad executive once, but only for a second." - The Wright


I have thousands of pencils and $1.50 so I'm off to Starbucks

crazydave's picture
114 pencils

it has nothing to do with 9/11, it's a smoke stack, but at the same time is a pretty base idea. besides drink tap and you'll get poisoned. not a very clever message unless tap water is 100%safe.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

I'd probably drink ONLY tap water if it's been purified and guarateed safe to drink straight from the faucet. But then that's what Dasani and Aquafina exactly are. A bottle filled with "filtered" tap water from the local water supplies. I totally agree that it's a major environmental concern (wasted plastic bottles) and of course, there's that cost problem. But I highly doubt the public would automatically switch to tap just to be "green" about the whole issue.

speed's picture
83 pencils

Tappening.com would be better off explaining what they are doing to get the alarming percentage of prescription drugs out of our tap water before preaching the gospel. Then again, maybe a little extra boost of Prozac is just what we all need.

speed's picture
83 pencils

I meant to comment specifically on this campaign. It's lacking motivation. Show the world something like this guys art exhibit and maybe we will start changing our behavior. Now THAT made me think:


mrtalented's picture
2171 pencils

nice effort but personally prefer Droga5's tab water campaign.

check out www.droga5.com and click 'case studies' or 'work' then click 'unicef'.


speed's picture
83 pencils

What a cool concept - a dollar for tap water. Thanks for sharing that, mrtalented.

consolidated.db's picture
545 pencils

first thought

Skor's picture
208 pencils

It's sad that everything in the world today is an issue... even drinking water..!!

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