This is a clever and cool idea but most of all it is a necessary idea. It could seems incredible but our society is currently selling billions of gallons of water in everlasting plastic bottles to people who already have access to clean water sources. As crazy as that sounds. And this absurd idea is turning our planet into a gigantic garbage heap. At the end of this post you'll see the perfect graphic explanation of this concept.In a rare attempt to do something for this problem BRANDIMAGE has created the 360 Paper Bottles which as the name states are bottles made of 100% renewable paper. This idea has granted them an IDEA (International Design Excellence Award). Let's read the explanation of the concept in their own words:

CHALLENGEEach day, Americans throw out 60 million plastic bottles. Only 14% actually get recycled—meaning 86% become garbage or litter. We looked at this as a radical problem requiring anequally radical solution. Could we design a container that would leverage sustainability, beeasy to transport, and enhance the consumer’s drinking experience?

SOLUTIONThe 360 Paper Bottle is a sustainable vision of the future. It is the first totally recyclablepaper container made from 100% renewable resources. Versatile in its range of consumerapplications and made from food-safe and fully recyclable materials, it decreases energyconsumed throughout the product life cycle without sacrificing functionality. It is paperpackaging that stands up to all liquid categories.

As I've said before I'll now show you what I think is the best graphical explanation of the actual size of the plastic bottle problem.This is the work of Chris Jordan, a famous artist/photographer who has recently deeply affected the public opinion with his artworks that are able to mix the cold numbers of statistics, art and social and environmental protest. This is one work form 2007 which is called "Plastic Bottles"