Yarra Valley Water inspires shorter showers via Think HQ
Yarra Valley Water has launched a new campaign encouraging Melbournians to take shorter showers via integrated communications agency Think HQ.
‘Shower Shorter, Save Water’ follows the water provider’s customer service campaign in March this year, also created by Think HQ.
Other assets:
Meditation 15″: https://www.youtube.com/watch?v=a0FDaBkkq-4
Performance 15″: https://www.youtube.com/watch?v=9aBv438Oe0w
The digital and social led campaign uses 3D modelling and animation to create scenarios where unaware characters get distracted in the showing, by daydreaming, meditating, dancing and more. With a light-hearted and playful tone, the creatives asks that people take their activities elsewhere to help cut their shower time and conserve water.
The campaign will also be supported through above the line channels including large format outdoor and street furniture, Spotify and podcasts, digital display, social media and YouTube.
The creative targets bill-paying customers aged under 35 who are conscious of their water usage and/or those who have a strong emotional connection to their showering experience.
“The shower is the space where we love to relive moments and memories, make to-do lists, win arguments, or practice karaoke. But when we indulge in some extended ‘me time’ under the running water, we waste a precious resource. Our campaign plays on those bathroom time distractions, reminding people to save them for when water isn’t literally going down the drain,” Think HQ group head of creative, Andy Lima said.
Yarra Valley Water senior campaign specialist, Ryan Jamieson added: “The campaign aims to educate customers on the impacts showers have on household water consumption, as the months get cooler, our time in the shower tends to get longer. With showers currently making up an average of 31 per cent of a typical household’s water use, it is an important reminder to our customers, that small changes such as shortening your shower can make a big difference individually and collectively.”
The campaign will run across Melbourne, within Yarra Valley Water’s catchment area.
Credits
Client: Yarra Valley Water
Matt Balfe: Divisional Manager, Customer and Community Strategy
Ryan Jamieson: Senior Campaign Specialist
Eliza Fazackerley: Campaign Coordinator
Agency: Think HQ
Founder/Managing Director: Jen Sharpe
Group Head of Creative: Andy Lima
Senior Account Director: Jess Glass
Account Manager: Laura Kennewell
Senior Art Director: Nathan Barrow
Art Director: Camilo Suarez
Copywriter: Ryan Graf
Producer: Dom Evans
Production Coordinator: Lily Rolfe
Creative Services Manager: Natasha Bauer
3D Modelling and Animation: Xiaohong Jiang
Motion Graphics: Roberta Ramalho
Sound Design: Lincoln Sharpe, Ryan Granger
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