Agency Network: 
April 2008
Tappening:  Bill


Print advertisement created by DiMassimo Goldstein, United States for Tappening, within the category: Public Interest, NGO.


Bottled water costs 7,000 times more than the same water that comes from a faucet. Drink tap.

Advertising Agency: DiMassimo Goldstein, New York, USA
Creative Director: Rich Buceta
Art Director: Kevin Gentile
Copywriter: Mike Abell
Photographer / Retouching: Bartholomew Cooke
Executive Creative Director: Mark DiMassimo
Log in to post comments
adsthinker's picture

agree, i like neat concept and execution. but the idea works in US, Europe, Aus n other developed countries, not others.

Activity Score 119
Sally_Bison's picture

shouldn't it be a $7000 bill somehow?
like the concept and writing but the execution seems a bit too minimal in these.

Activity Score 82
Freelance Art Director
jsptrck404's picture

you're being way too literal. did you get the idea, that it costs a lot more than tap water? good, then stop thinking. you got it.

Activity Score 437
Art Director |

| think small |

JFDreamer's picture

I would get diarrea if I drank from the tap where I live.

of course, it's meant for US, but still I don't like it. the visuals are too direct and not very nice (just my opinion, don't mean to offend anybody). too obvious. bottle + bill = expensive water. ideas could be better

Activity Score 176
BBDO - Perú |

keep smilling

jsptrck404's picture

i like the smokestack most. but i think this has merit. (the fish execution is poor). but as far as being direct, i think that's part of the point. why would they want to make it less obvious? it's a good message because people haven't really been informed about this very much. at this point, i think they need to be straightforward and hit you over the head with the message a little bit because it's so new. getting clever visually can come later when the idea is a little more established, and the direct approach starts to lose it's appeal and impact.

Activity Score 437
Art Director |

| think small |

tkmatch's picture

I think the execution/concepts are pretty good...I like the other 2 ads better. But wouldn't a 7000 bill be a bit see/say

Activity Score 13
humboldt08's picture

The way I see it, their ad is about facts. A $7000 bill doesn't exist and would take away from the blunt honesty I think they're going for.

I like the fact that it's "too obvious" and "too minimal". The fact is, regardless of how obviously absurd it is for us to spend so much money on bottled water, we still do it. In reality, spending less on bottled water is a basic concept that Americans just can't seem to grasp.

Activity Score 7
Ad Agency
jsptrck404's picture


Activity Score 437
Art Director |

| think small |

Tripioso's picture

Que bueno vivir en Panama. Aca todo el mundo toma del grifo sin peligro.

Activity Score 470
Art Director at Grupo Wisa |

Life's a Trip. Enjoy the Ride!

Featured Content

Latest Collections