What do the Carnaby Cockatoo, the burrowing Bilby, the famous Rotto Quokka and the age-old Marri Tree all have in common? They’re nature, and together they’ve formed the Water Watchers, a team of wildlife vigilantes who’s mission is to ensure us humans get waterwise – after all, we are the only species on earth that wastes water.
Climate change is unfortunately very real and the new Water Corporation demand management campaign, created by The Brand Agency, aims to draw people in and make them advocates of behaviour change, showing the easy ways everyone can play their part to save water.
At the core of this integrated campaign is a long-form film telling the full story of the Water Watchers mission. The campaign’s ecosystem is then supported by a number of TV commercials along with digital, social, OOH, radio and press.
As the story unfolds, we see the Water Watchers out and about interrupting humans as they waste water, teaching them the errors of their ways. From Linda, the late-night double-soaker, to Barry the driveway-hoser – nature builds a humorous rapport with humans to help them to adapt.
Water Corporation general manager of customer and community, Catherine Ferrari, said all members of the community have a role to play to use water wisely.
“Our climate has changed and we need to ensure Perth residents are making waterwise behaviours the norm,” she said.
Marcus Tesorierio, executive creative director, The Brand Agency said: “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. 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.”