Rather than making water-saving a chore, we simply gave Singaporeans the simple reassurance that anything they can do to save water is totally okay. Because it all adds up.
In fact, ‘It all adds up’ was the original line I came up with for the winning proposal, but our client, Public Utilities Board (PUB), (understandably) requested for a rephrase due to rising water bills!
What makes this campaign noteworthy is how we’ve given the government a progressive voice. The no-stress, don’t break a sweat over saving water approach was fresh.