Toxic Water

In order to expose the global damage caused by the oil giant Chevron, we conducted an undercover campaign to launch on World Environment Day.

By using the brand’s iconography without naming it, we created a product from scratch: Toxic Water.

We carried out a full parody of a real product launch, including product sampling, an activation, a microsite, social media, and printed materials.

We distributed 200,000 units of Toxic Water along with printed materials, and the campaign gained coverage in the country’s major news outlets, with an estimated reach of over 6,000,000 impressions.