Water is the fuel for dancing.Synopsis: In the competitive bottled water market, PUMP positioned themselves as fuel for the dance music crowd. Each week for 6 months, clubbers could download a free dance track courtesy of PUMP. The PUMP bottle’s base looks like a funky speaker, so we featured the bottle in banners that spoke to each other – the leaderboard acting as an equaliser, the island as a speaker.Objective: Drive dance music lovers to buy PUMP and download free tracks.Target: Lovers of dance music and clubbers. 16–29 year-olds. Tech savvy.