As part of the promotion for the documentary 2050, we challenged local celebrities to share videos on social media where they drink purified water made from urine...

The campaign, created for production company Bargoens, aims to raise awareness about the challenges of access to clean drinking water—and the innovative solutions that could help tackle them.

Directed by Belgian filmmaker Eric Goens, 2050 is currently showing in cinemas including Kinepolis and UGC. The documentary highlights groundbreaking research at the Princess Elisabeth Station in Antarctica, while also revisiting the first polar expedition in 1898 by Belgian explorer Adrien de Gerlache. Its goal: to underscore the urgency of climate action and inspire companies to adopt sustainable technologies to help protect the planet.

To drive buzz and spark conversation, we came up with a concept that’s as original as it is unexpected: a water bottle branded PeeWater, filled with—you guessed it—urine recycled into drinkable water.

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