Before we began making ads informing Canberrans about various stages of water restrictions we had to get them into the idea that the way we've always used water had to change. Hence Canberra's 'New Norm'.
Getting the message across about a change in water restrictions can be quite a dry subject. Our strategy was to keep it simple and after a while kids were actually telling their parents what the new rules were.
Still on the topic of saving water, this ad was for a state of the art 'Eco-living' display village featuring the latest energy saving technology. We chose to capture the attention of our audience in a different way.