A Glass of Water was a challenge created by Saatchi & Saatchi Stockholm for Toyota in Sweden. Its mission was to help drivers cut down their fuel consumption by 10% and ultimately reduce CO2 emissions to help achieve Toyota’s zero-emission vision.
So when the drivers registered on the program website, they accepted the challenge to place a glass of water on their dashboards or cup holders and then drive in a smooth manner that avoided spillage.
According to Toyota, the less you spill, the gentler you drive and therefore the less fuel you consume.