‘Climate change is real’ declare plants and animals in Water Corporation campaign
Humans dressed as plants and animals are begging actual humans to realise the impact they have on the environment by wasting water in a Water Corporation campaign created by The Brand Agency.
The campaign declares humans are the only species to waste water, and showcases the various ways in which we do it.
A Carnaby Cockatoo, burrowing Bilby, Rotta Quokka and Marri Tree act as vigilantes in the ad, crashing into people’s houses as they turn the dishwasher on before it’s full, water the garden at inappropriate times and leave the tap running while brushing their teeth.
Water Corporation general manager of customer and community, Catherine Ferrari, said everyone can make a difference.
“Our climate has changed and we need to ensure Perth residents are making waterwise behaviours the norm,” she said.
Marcus Tesorierio, executive creative director at The Brand Agency, said the campaign needed to give nature a voice.
“We often forget that we’re living on the edge of the desert here in Perth, so water usage can very quickly become a serious issue,” he said. “But that doesn’t mean we can’t have a bit of fun to draw in people’s attention. It makes sense that nature has a voice on the topic, so our intention was to give it one – and help us humans understand that wasting water affects us all.”
The campaign is centred around a long-form video, telling the full story of the Water Watchers’ mission. It will include numerous cut-down TV commercials, along with digital, social, out-of-home, radio and press.
Credits
Client: Water Corporation
Executive Creative Director: Marcus Tesoriero
Art Director: Niall Stephen
Copywriter: Lachlan Banton
Strategy: Hannah Muirhead, Matt Popkes
Account Management: Evan Murie, Sandra De Witt
Executive Producer: Katie Trew
Producer: Caitlin Baird
Videographer: Mason Truong
Re-toucher: Julian Farnan
Media: Angela Naaykens, Shauni Giles
Director: Henry Inglis
Production Company: Mad Kids
Sound Engineer: Justin Braine
Photographer: Fabrizio Lipari
