Big idea: A protest against wrong labelling. We think our labelling is wrong and we want to share our strong opinion with the potential consumers, for them to fully understand what our product really is: sparkling flavoured water from a brand that stands for purity, AQUA Carpatica: in a nutshell "Purity with a taste of fruits". But it's not only us who've been wrongly labeled. The same things applies to people, brands, jobs etc. #WrongLabelling is something anybody can relate to, because it can happen to any of us. And it became a topic to be activated in multiple forms in our campaign.