Tag delivers Sydney Water’s ‘Save Our Sinks’ omnichannel campaign
Tag has created an omnichannel campaign for Sydney Water to educate residents on proper sink waste disposal and reduce environmental harm.
The announcement:
Tag is excited to announce the launch of Sydney Water’s Save Our Sinks, an end-to-end omnichannel campaign produced by Tag, a dentsu company.
Save Our Sinks is a critical response to the damaging disposal of FOGs (fats, oil, and grease) down the sink, which can negatively impact the environment and result in a hefty bill. This campaign seeks to educate Greater Sydney residents and influence consumers to do their part to responsibly dispose of wastewater, ultimately reducing the harm to our waterways and preventing unnecessary plumbing costs.
From originating the creative concept to delivering the final assets across multiple channels, Save Our Sinks is a collaboration by Tag and Sydney Water resulting in an end-to-end TVC produced in Australia. Tag puts an unexpected twist on the campaign, transforming the TVC’s educational message into a full-blown musical number. The 60-second clip features a choir of singing sinks as Sydney residents burst into a musical number, changing their ways and encouraging viewers to save our sinks.
“This campaign tackles a critical issue we see far too often in our wastewater network – fats, oils and grease (FOGs), food scraps, milk, paint, and other chemicals being disposed of down the sink. Many people don’t think twice about it, but the consequences of this behavior can be significant for both our network and the environment.
Save Our Sinks was built to change that. With bold, creative storytelling and a singing sink we’re cutting through with a clear message: Only water, detergent and soap down the sink. I look forward to seeing how Save Our Sinks helps reshape what people pour down the drain, and the positive impact that will have.” – Elise Barker, head of brand, media & engagement.
To bring this campaign to life, Tag delivered a comprehensive suite of creative services spanning creative direction, art direction, design, photography, song writing and motion design. With over 250 assets produced, the immersive campaign was distributed across an integrated range of channels and formats, including TVC, web, OOH, social media (Meta, YouTube, Twitch, and TikTok), light rail and bus wraps, radio, mobile gaming, cinema, and broadcast video on demand. A highlight of the campaign includes a provocative double-sided light rail wrap which creates the illusion of stepping into a clogged pipe. Designed to be humorous, engaging, disruptive and, at times, disgusting, this campaign is set to capture the attention of sink-sinners across the Greater Sydney Region.
“We’re thrilled to have brought this campaign to life in partnership with Sydney Water and deliver an important message. As a team who is motivated to create positive impact in our circles, we are excited to see true behavior change through this campaign and to have found a deep collaboration with the talent that lies in the Sydney Water team.” – Elena Fullerton, ANZ managing director, Tag.
Tag’s creative approach ensured cohesion and impact across every touchpoint, with assets developed in English as well as key community languages: Hindi, Vietnamese, Cantonese, Arabic, Korean, and Mandarin, ensuring broad cultural relevance and deeper audience connection across Greater Sydney.
“This campaign marks a pinnacle moment for edutainment and we are excited to see the message launched into the world and taking over Sydney.” – Claire Hoyles, client lead, Tag ANZ.
To find out more about Save Our Sinks, [go] here – https://www.sydneywater.com.au/education/programs-resources/sydney-water-campaigns/save-our-sinks.html
Credits:
Client: Sydney Water
Tag Agency: Tag
Director: Matt Kamen
Creative Director: Adam Ibrahim
Art Director: Josella Bray
Client Service Director: Claire Hoyles
Executive Producer: Craig Sloane
Agency Producer: Tom Pearce
Line Producer: Nicole Richardson
Post Producers: Elleni Macmillan & Hannah Lingard
Casting: Peta Einberg
DOP: Shelley Farthing-Dawe
Art Department: Banjo Fitzsimmon
Music: Otis
Editor: Stew Arnott
VFX: Atmos Studios
Stills Photography: Damian Flanagan & Justin Odonnell
Design: Chris Vetrisano
Source: Dentsu
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