‘Stop being a water waster’: Sydney Water and It’s Friday drop new summer campaign
Sydney Water has extended its platform featuring long running water waster character Bob, played by Shane Jacobson, with a new campaign via creative agency It’s Friday, just in time for a dry summer.
The campaign also features an unexpected guest – ‘Little Bob’, a 10-year-old version of the water waster.
Little Bob picks on Bob’s unconscious choices to waste water, and highlights the simple steps he can take to improve.
“Sydney Water is delighted to be partnering with It’s Friday to create cut-through, clever advertising to spike awareness around the very serious issue of water conservation as we approach the prospect of another drought,” said Megan Miller, head of brand at Sydney Water.
“Enticing Sydney to save water isn’t an easy task, particularly with unpredictable weather and fluctuating dam levels.
“It’s Friday injected new life into our long-running Bob campaign, ensuring that its water saving message will be noticed by as many Sydneysiders as possible at this crucial time for our water supply,” she added.
According to Sydney Water, Sydney residents use 59% more water compared to South-East Queensland, and 11% more than Perth.
The campaign aims to help the city prepare for a dry summer, including possible water restrictions.
Vince Lagana, co-founder and chief creative at It’s Friday, said: “We’re taught to save water as kids, but over time apathy sets in.
“Little Bob hits his older self and Sydneysiders with a truth bomb – you know not to waste water, you have always known, and you need to stop doing it.”
The campaign is live across TV, radio, OOH and social.
Credits:
Client: Sydney Water
Agency: It’s Friday
Chief creative officer: Vince Lagana
Creatives: Benn Sutton and Neil Walshe
Production: Jeremy de Villiers
Senior designer: Maria Ancines
Production company: Rabbit Content
Director: Craig Rasmus
Executive producer: Lucas Jenner
Producer: Morgan Hind
Post production: The Editors
Media agency: Atomic 212
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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