In June 2006, Perth, Western Australia, suffered its driest ever start to winter. The challenge was to encourage consumers to turn off their reticulation (automatic garden-watering systems common in Perth households) after the first winter rains. The solution was a newspaper ad that consumers had to wet with a small amount of water to reveal the picture and message.

The ad not only caused water consumption to drop significantly, it also generated discussions on talk-back radio and was used as a teaching aid in many schools to demonstrate the importance of saving water.

To enable the creative solution to be achievable, the second page of the ad was printed in reverse on the back of the newspaper page. So when consumers wet the front of the page, the rest of the ad was instantly revealed.

The target audience for this campaign was all households in Perth. As a result, the chosen media was Perth's highest-selling daily newspaper because the majority of copies are home delivered.