Tackling tube faux pas to refresh thinking and commuters
Generate social buzz around Fill&Go, Brita’s new portable water filter bottle, softening their 'clinical' brand image and providing a national uplift in sales.Real World Thinking
We needed to get involved in an existing social conversation in a credible way. So, we found an exciting territory, untapped by brands: 'travel faux pas' – from standing on the wrong side of the escalator, to awkward eye contact, and even passing out from dehydration (which was voted one of the biggest shames). This meant Fill&Go had the authority to talk about many of these public transport errors, and lead the charge against them with smart travel preparation.
Travel Smart was our answer, a mock 'public service' campaign warning against the dangers of the travel faux pas.
It was led by 'travel Tsar' Russell Kane through a combination of PR, outdoor, social, and events, each providing commuters with handy tips on how to avoid a #TFaiL.