Water Corporation in Western Australia has the challenge of providing sustainable water services in a region affected by aridity. To encourage responsible and sustainable use of water resources the Water Corporation commissioned a print advertising campaign launched in the rainy season. The advertisement appears as a blank page with the instructions: “Dab this page with a damp sponge to see what a small amount of water can create”. With moisture the image and message are revealed: a flower garden and the reminder, “Now that we’ve had some rain, please turn off your reticulation.”
The Dab advertisement was developed at The Brand Agency, Perth, by creative director Peter Nelson, account executive Morgen Lewis, art director Jamie McTavish and copywriter Des Hameister.