There’s nothing like a drought to teach people the wisdom of saving water. Instead of guilting or scolding, we just asked them not to waste. Use only what you need. In turn, we used only what we needed — of the medium. It was fun, attention getting, and it worked. The campaign has been instrumental in driving down water consumption by over 20% and has been acknowledged around the world for its insight, innovation and creativity. Completed at Sukle Advertising + Design.