Please tell us how disruption in your market place inspired the work

With this work, AQUA disrupts the market at two levels: First, it breaks away from the category that is struggling to shift their proposition indoors, showing that AQUA serves not only healthy hydration but also inspiring them to become the source of goodness through the simple act of wearing a mask. Second, this work disrupting the daily proceedings of urban Indonesians who are still not following the call to wear masks. It subverts the audience' expectation of what a brand's billboard message should be, halting them on their tracks and reminding them every time they step outside that they should be wearing a mask and being safe.