No brief from the client. This was just my colleague and I being proactive. As the brand in question does little or nothing in terms of communication. Coming from the brands positioning/essence (which is all about healthy hydration for the family) we decided get the consumer to think/reflect on what they consume. This is merely part of a 360 degree campaign. Unfortunately it's not particularly in line with the brands international campaign idea for the year so (yeah) it's just taking up space on my hard drive.