A water efficient puppy and a random nude guy: Sydney Water shows it’s easy to save in the drought
Sydney Water is showing consumers easy ways to save water by juxtaposing it with extreme alternatives.
In the first ad by Havas Group, a little girl is gifted a camel, or a “water efficient puppy”, for her birthday as opposed to her water-saving suggestion of “just waiting for a full load of washing”.
The second ad shows a man being approached by a trainer at the gym because he is working out in the nude to save water on laundry.
A website, lovewater.sydney, has also been created to aggregate ideas from the community on how to save water.
The campaign has been a combined effort between the Havas Group agencies. Host/Havas was behind the creative, One Green Bean will be executing the public relations, Havas Media will be completing the media strategy, and Havas Co-Maker will be behind the influencer strategy.
Sydney Water’s OOH execution
Matt Ennis, Host Havas creative director, said: “There are hundreds of responsible, practical, simple ways to save water. By juxtaposing these with wildly impractical ways to save, this tongue-in-cheek campaign shows just how easy it is to make steps towards collectively beating the drought.”
Katya Koch, Sydney Water’s brand, external communications and engagement manager, said: “We know that everyone has a very different relationship with water and not all water saving practices work for everyone, so this campaign aims to inspire people to get creative and find ways to safeguard our precious water resources without sacrificing the lifestyle they love.”
The ‘water efficient puppy’ also stars in the OOH advertising
Anthony Freedman, chairman of Havas Group, said: “We’re really proud to have partnered with Sydney Water to raise awareness of water conditions in Greater Sydney and encourage the behaviour change that’s essential if we are to reduce water consumption at the levels needed.”
The campaign will be executed across radio, OOH, press, digital, social and PR.
Credits
Client: Sydney Water
Katya Koch, Brand, External Communications and Engagement Manager
Amanda Walker, Campaign Advisor
Jackson Vernon, Senior Advisor, Media and Government Relations
Kelly Climo, Senior Marketing Advisor
Jess Turner, Digital and Social Media Advisor
Creative agency: Host / Havas
Matt Ennis, Creative Director
Adam Smith, Copywriter
Shaun Thomson, Art Director
Andrew Perry, Broadcast Producer
Olly Taylor, Chief Strategy Officer
Alyce Cowan, Senior Planner
Jo Thomasson, Head of Account Management
Adam Blaynee, Account Director
Gillian Last, Senior Account Manager
Nic Adamovich, Head of Design
Michael Macgregor, Senior Designer
Michelle Skold, Studio Lead
Production company: Airbag
Alex Tizzard, Executive Producer
Fiona McGregor, Producer
Ariel Martin, Director
Aaron McLisky, DOP
Katie Newton, Production Designer
Edit House: ALT VFX
Mark Bennett, Editor
ALT VFX, Post Production
Song Zu, Music & sound
Ramesh Sathiah, Composer
Abigail Sie, Sound Design
Media agency: Havas Media
Catherine Edghill, Account Director
Alex Saxon, Account Manager
Fraser Johnston, Senior Investment Executive
PR agency: One Green Bean
Social agency: One Green Bean
Influencer agency: Havas Co-maker
topics
Anthony Freedman
Havas co-maker
Havas Group
Havas Media
Host/Havas
Katya Koch
Matt Ennis
One Green Bean
Sydney Water
Given we are in drought this feels like it’s making light of a pretty serious subject.
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I really don’t think that these comms hit the mark, the creative overshadows the message
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The “puppy” is a very funny angle — made me chuckle—well done Havas.
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There’s always a complainer. This is a great campaign that engages people who don’t want to be lectured.
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Would be nice if you included credits for the stills photographer Andreas Bommert.
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