Making water filtration fun.

The challenge with PUR was that to most of us, water filtration is one of the least exciting things in the world.

So, in a bit of comedy jiu-jitsu, we created a protagonist whose vulnerability and humor comes from the fact that to him, water filtration IS the most exciting thing in the world.

This campaign was the rare instance of a idea that won a new business pitch, and then actually came to fruition as a fully realized campaign.