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Cupanion conducts Bring Water to Life campaign

Cupanion, a reusable water bottle company based in Guelph, ON, has begun an advertising campaign called "Bring Water to Life." The campaign, developed by Send & Receive of Toronto, is timed to coincide with World Water Month. It consists of an online video that depicts a group of people using the company's products as musical instruments. Cupanion will donate one cup of fresh water to charitable organization WaterAid Canada each time the video is viewed.

"The bottles lent themselves perfectly to a musical context as percussive instruments and melodic instruments because you can achieve different pitches when they're filled to different levels," said Simon Craig, creative director of the agency.

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