‘Our New Norm’
Asking Canberrans to save more water

During my time as Creative Director of ZOO Communications in Canberra, there was a severe drought, which was a big signal of things to come. Peoples’ water usage habits were unsustainable so we were tasked with telling Canberrans how to save more water. We began with this campaign introducing the idea that new water restrictions were on their way, because just like other old habits that had to change for the better over the years, the way we treated our most precious resource water - had to evolve too.