Truth:

Pur was doing math ads: "1 Pur filter = 750 bottles of water."

 

Spectacle:

No one had found a compelling visual solution that conveyed how environmental friendly it was without the math. So we created a pyramid of water bottles that had an actual functioning Pur filter at the top and created the "Pur Centerfold." It became the showcase image of a special sustainability issue of All You magazine.