Apparently Walk the talk can also be done on water. In Vac from the Sea project Electrolux walks on water – in the sense that they have recycled plastics from the sea. By doing so they reached 100 million people, I believe that many brands could learn walking on water from this project.
Watch their video – their goal is not only to reach people but also to get them involved. They developed a number of tools for spreading the word.
I believe this project can give their brand good karma.