' Water at its purest' is an idea that uses religious connotations as a creative hook. Angelic symbolism of a halo and angel wings exaggerates how 'pure' water is when it is filtered. Equally, the holy water concept sets up a scenario that captures the same notion of 'purity' in an original and surprising way.

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Whilst the Photoshop, 'filter' drop down menu idea serves as a stand alone ad. One that's relatable in our technology savvy modern world. It simply acts as a memorable way to list the impurities that filtration removes. 

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