Creative Gallery on Sustainability Communications


"Ask" For Do The Green Thing
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Description / Synopsis

Bold, modernist simplicity cuts through the taboo of ordering tap water in this poster from New York Pentagram partner Abbott Miller. “I was attracted to making a poster for “Ask for tap” due to its incantatory quality, like a steady drop of water filling a glass,” says Abbott. “It reminded me of simply phrased and economically visualized posters for government campaigns from the early twentieth-century. I like the idea of creating an utterly simple icon that could function as a mnemonic device.”


No matter how many rock layers the water has filtered through, or which artesian well in Fiji it was sourced from, bottled water is just a bottled piece of hype. It’s no purer and no cleaner than tap water. It takes ridiculous amounts of energy to process, bottle and transport. Its bottles take almost the same amount of energy again to manufacture. And at 1,000 times the price of tap water, it’s a shocking waste of money. Don’t just ask for tap, beg for it.


Do The Green Thing aims to inspire as many people as possible to live in a less selfish, less consumptive, more imaginative and more sustainable way. Our product is a feed of beautiful, subversive and delightful inspiration made by great creative talent from around the world.


In the seven years since we launched Do The Green Thing, our posters, films, podcasts and products have reached over 21m people in 209 countries/territories around the world. Research conducted by Hall & Partners tells us that we’ve inspired our subscribers to save 2.5 times more CO2 than they otherwise would have.

AgencyAbbott Miller
AdvertiserDo The Green Thing
Sustainability Themes Climate Change & Atmosphere, Education & Awareness, Freshwater, Consumption Patterns
Date of First Publication 21/05/2013
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
TaglineDon’t bottle it
Account Director: Do the green thing 
Account Executive: Do the green thing 
Creative Team: Abbott Miller