Take us for granted

Not every brand needs to be ‘loved’. For TasWater, we weren’t striving for adoration. They are a utility after all. But in the midst of tensions in government and the wider community, we simply wanted to take the brand from negative to neutral.

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Our work came from a great insight: most utilities and services are only noticed when they’re not fulfilling their role. We needed TasWater to do their job so well they were taken completely for granted.

Every communications touchpoint was considered, from bus backs to water bubblers and beanbags.

Our campaign was built around what was important to TasWater customers, not just what was important to TasWater.

Our platform was not about TasWater being seen as heroic – it’s about doing what’s expected and doing it well.

Understanding is needed before trust can be achieved.

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