It’s a dream client whose uppermost objectives are to innovate, engage and surprise. That’s Bristol Water in a nutshell. They never want to sit still and always seek to connect with their customers in interesting and unexpected ways, whether that’s as ambassadors and creative cheerleaders for Refill Bristol, via their touring (and very colourful) festival water bar or with their new water fountain on Queen Square. We were asked to realise their latest brainwave this summer: a six-foot toothbrush to occupy Millennium Square over August. Why a massive toothbrush? It’s to highlight the massive amount of water that is wasted when the tap is left running while cleaning your teeth (18 litres every time). Bristol Water are taking the message to the masses and encouraging the public to post photographs with the toothbrush using the hashtag #massivetoothbrush. A thing of comic beauty thanks to local fabricators Cod Steaks, the installation illustrates how we can all contribute when it comes to the serious message of conserving water.