The bottled water industry is in many respects a quite inexplicable, even ridiculous thing. Water comes out of our taps for free but we spend a small fortune buying branded, vitamin enriched, imported water. The truth is it’s not water we’re buying but brands. Provokateur recognised this fact and decided that if we were ever to get people drinking tap water, it needed a facelift. The result was Tap: a campaign, commercial initiative and philanthropic enterprise that would get people to re-think bottled water and turn on to tap. Conceived, designed and managed by Provokateur, Tap was an integrated campaign and ethical enterprise that shows what Provokateur does best. Other people agreed and as well as the acres of press coverage it also won Best Integrated Campaign at the Green Awards.