Brita Canada uses art installation to launch new product
Brita Canada partnered with world-renowned creative conservationist and National Geographic Explorer Asher Jay and created a one-of-a-kind exhibit at Toronto's Union Station kicking-off Earth Month in April and celebrating the launch of the new Premium Filtering Water Bottle.
The 12-foot-tall installation – Niagara Now – recreated the iconic Canadian waterfall using 900 salvaged plastic bottles in an attempt to address the enormous environmental footprint of single-use plastic water bottles in Canada. Contrasted next to the sprawling horseshoe is a solitary Brita LonglastTM Filter, capable of replacing up to 900 single use plastic water bottles (standard 500 mL bottles).
"900 represents the approximate number of bottles consumed and cast aside every five minutes just in Toronto," explained Jay in a press release. "Most people are not conscious of that – with this installation, they actually get an immersion in the cumulative impact that opening your wallet out of ignorance has on the world around us."
Single-use plastic water bottles are a big part of the problem. In Canada, over 2 billion single-use plastic water bottles are consumed every year, and each bottle takes over 450 years to decompose.
"The tiniest, everyday choices we make can have a significant impact on the environment," says Matt Kohler, Vice President Marketing Brita Canada in a press release. "The juxtaposition between the single Brita LonglastTM filter and the towering installation is telling – all 900 of these bottles could be replaced with one simple decision."
In addition to visualizing the sheer number of bottles consumed and discarded every five minutes in Toronto, 621 bottles are painted to showcase that 69 per cent of Canadian households prefer tap water to bottled water, 108 bottles are partially-painted representing the 12 per cent of households that drink both tap and bottled water, and 171 unpainted bottles reflect the small percentage of households that drink only bottled water.
"It's a small fraction of society actually actively consuming bottled water yet they're the ones leaving the numbers we're talking about," says Jay. "The majority of Canadians are conscientious about protecting their waterways and drink tap water but small numbers consuming it still result in the hundreds of thousands of bottles that end up in the landfill."
The installation has been on display from April 1st- April 6th 2019, so others can follow their lead and eliminate single-use plastic water bottles.
"Individually, we can each tell a story; together, we can change the whole narrative," says Jay.
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