Dysturb Launches Source.s Fictional Beverage Anti-Fake News Campaign

Paris-based nonprofit Dysturb has initiated a unique awareness campaign by introducing Source.s, a fictional beverage advertised across the streets of Paris and New York in October 2026. The project mimics a genuine commercial product launch, complete with large-scale murals, promotional posters, and physical cans handed out to people on the streets.

At first glance, Source.s appears to be just another new beverage brand. Its aluminum can features a pale blue design with oversized navy lettering, adopting the familiar marketing promises of refreshment and wellness. Although the brand is entirely invented, the promotional cans distributed to the public are real objects.

The campaign adapts its visual approach based on the city. In Paris, it draws inspiration from classic bistro aesthetics, utilizing bold yellow typography against photographic backgrounds, monumental murals along the Quai de Valmy, and distribution points near canals and metro entrances. Meanwhile, the New York version reflects contemporary wellness branding, placing the pale-blue can against sunlit architecture with lifestyle imagery near the Navy Yard in Brooklyn and in Manhattan.

Stock photo for illustration only, not from the actual event

Interestingly, Dysturb utilized AI-generated imagery for the campaign—a noteworthy detail for an initiative focused on the credibility of visual information. Both versions leverage standard advertising conventions to grant legitimacy to an imaginary product, ultimately challenging audiences to question why professional graphics make a message seem credible before verifying its source.