Saving resources

During one of the worst droughts in Melbourne’s history, the Victorian Government brought in water restrictions to protect the state’s dwindling supplies.

Melbourne Water was a client of Leo Burnett’s, where I was working at the time. They wanted to tell people to use less of their product, which was quite possibly a first in the history of advertising.

Rather than be didactic, with this billboard we tried to get people thinking proactively about how they could play their part.

On Punt Road, one of Melbourne’s busiest thoroughfares, we had a version with a real-time display of water storage levels so Melburnians could track the effectiveness of their water-saving efforts on their daily commute.