Pureit purifies any water

Unilever’s print advertising campaign for Pureit water purifier has won the Grand Prix for Print at the Spikes Asia awards, along with Gold for art direction. The two print ads in the campaign, “Rural” and “Urban”, show waterways which at first appear to have no water. Distortions in the scene, along with the appearance of duck swimming overhead, and a can floating overhead, reveal the concept of totally transparent water. “Purifies any water.”

Pureit Purifies Any Water - Urban print ad

Pureit Purifies Any Water - Rural print ad


The Pure It campaign was developed at LOWE Indonesia, Jakarta, by chief creative officer/copywriter Roy Wisnu, creative group head/art director Rizky Wisnu, art director Vinsensius Seno, illustrator Adhe Saelani, agency producers Audrey Aristanty and Fien Juharyati, account team Nanda Rahmanu and Eby Karsono.

Photography by Clarissa+Peddy Photography was retouched at Tanda-Seru Detailed Imaging.