Wild Brushing

Severn Trent has unveiled Wild Brushing, a new campaign created by M+C Saatchi Group UK that challenges traditional utility marketing.
The campaign encourages 13 to 19-year-olds to rethink how much water they use when brushing their teeth by giving a simple water-saving behaviour a name and turning it into a youth culture movement designed for festivals, creator content and social media. Severn Trent is taking a different approach by engaging the next generation early.
The initiative aims to encourage more sustainable water consumption habits and position Severn Trent as a modern, purpose-driven company engaging younger audiences.
With climate change increasing pressure on water resources across the Midlands and beyond, Severn Trent believes the habits people form early are the ones that stick for life. Wild Brushing is designed to make water-conscious behaviour feel instinctive, not instructive - so today's teenagers grow into water-aware adults.
At the heart of the campaign are Wild Brushing Kits, built around a simple insight: you don't need running water to brush your teeth. Presented in a gorpcore-inspired metal tin, and designed to be seen and shared, not just used, each kit contains a sustainable toothbrush alongside three small vials of water, demonstrating that just 20ml is all you need to brush your teeth.
Designed to feel like a limited-edition streetwear drop, a limited run of 900 kits has been created to live naturally within youth culture, creator content and digital spaces. Launching at Y Not Festival in Derbyshire and supported by influencer partnerships across Instagram and TikTok, the campaign encourages young people to adopt "wild brushing" at festivals and campsites, using only the water they need rather than leaving the tap running. It uses authentic, experiential storytelling rather than traditional corporate messaging to inspire behaviour change.
The campaign embraces the highly curated gorpcore aesthetic, blending outdoor utility fashion with sustainability to create an experience that feels culturally relevant to its audience. Campaign imagery was shot by lifestyle and fashion photographer Annie Feng, the physical kits feature distinctive brand colours developed specifically to appeal to younger consumers and position them as the ultimate summer festival accessory.
By meeting young people in the spaces and communities they already engage with, Severn Trent aims to show that water saving can be both practical and culturally relevant.