The intent of the video was to display an animated digital Christmas card with music, conveying Christmas & New Year wishes. Initially, the Christmas card and Christmas animation was aimed at The Water Group's professional clients.

Secondarily, the Christmas message was also aimed at household customers (website & social media) and employees of De Watergroep. Both the Christmas video and the Christmas card had to relate as a theme to De Watergroep's core business of water & possibly drinking tap water.