The brief is to position Brita as the "green" alternative for water consumption. The creatives explain;

In this spot, we targeted plastic water bottle users throughout North America. By showing just how many plastic water bottles the average Canadian buys each year, we reminded consumers that there's a much more responsible way to get, filter and drink water.

The spot caled "Change" was developed by DDB Canada's Toronto office, and was recently launched to coincide with Earth Week, which is good timing.

Client: The Clorox Company of Canada – Brita Agency: DDB Canada, Toronto Media Agency: OMD Canada Debut date: April 19, 2010 TV Single title: Change Executive Creative director: Andrew Simon Copywriter: Matt Antonello Art director: Paul Riss Agency producer: Andrew Schulze Account managers: Tiina Rand, Serena Trentini Marketing Manager: Brian Benaissa Executive producer: Harland Weiss Production company: OPC Director: Woods & Low DOP / Cinematographer: Adam Marsden Line Producer: Kristi Lippa Post Productoin Co.: School Editorial Editor: Brian Wells Colourist: Eric Whipp Audio Company: Vapor Music Audio Director / Producer: Davie Haymen Music: Vapor Music Group Online: SOHO