SCOPE

Tactical Print
Ambient Media


Belu Natural Mineral Water launches a reactive tactical quick-turnaround campaign in response to the recent Perrier and Evian scandal in France, where investigations revealed that both brands treated and filtered their water while making the claim that it was natural and bottled at source. The bold double page print executions and ambient media stunt expose the misleading practice with a provocative yet playful tone, encouraging UK consumers of premium mineral water to reconsider their choice and switch to a more honest, independent brand.