You can’t always count on the rain.

Seqwater’s challenge was to remind people in South East Queensland, that we can’t take our water for granted. However, the millennium drought had left a strong legacy of social norms and awareness around water usage so another campaign about drought, low dams and personal water usage, risked being met with consumer fatigue. This campaign flipped the proposition on its head, and rather than talk about drought and water shortages we focused on rain, and the universal truth that you can always count on rain when you don’t want it but not when you do.

Our Role

Strategy

Concept Development

Copywriting

Art Direction

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Transit

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