As Greater Sydney is experiencing one of the worst droughts on record, Sydney Water has today launched an integrated marketing campaign that aims to inspire people to get creative about saving water.
The “Many Ways to Save” campaign launches with two 30-second TV spots that feature larger-than-life scenarios of drought ingenuity.
‘Water Efficient Puppy’ shows two parents gifting their young daughter a water efficient camel instead of a puppy she was hoping for, to save water.
‘Random Water Saving Nude Guy’ shows a man training in the gym without clothes and bragging to his trainer that he’s saving on loads of washing.
The playful construct of these ads leaves viewers with the outtake ‘there are many ways to save, some better than others’.
Host / Havas creative director, Matt Ennis said: “There are hundreds of responsible, practical, simple ways to save water.
“By juxtaposing these with wildly impractical ways to save, this tongue-in-cheek campaign shows just how easy it is to make steps towards collectively beating the drought.”
The campaign also launches across radio, OOH, press, digital, social and PR.
A dedicated online hub Lovewater.sydney will aggregate tips and hacks from the community and influencers to give people a way of sharing and learning new ways to save water.
Sydney Water brand, external communication & engagement manager, Katya Koch said: “We know that everyone has a very different relationship with water and not all water saving practices work for everyone, so this campaign aims to inspire people to get creative and find ways to safeguard our precious water resources without sacrificing the lifestyle they love.”
Many Ways To Save is a result of Host Havas, Havas Media, One Green Bean and Havas Co-maker coming together to provide Sydney Water an integrated agency village solution.
Havas Group chairman, Anthony Freedman said: “We’re really proud to have partnered with Sydney Water to raise awareness of water conditions in Greater Sydney and encourage the behaviour change that’s essential if we are to reduce water consumption at the levels needed.
“The campaign demonstrates the power of the Havas Village model, bringing together the combined forces of Host/Havas, Havas Media, One Green Bean and Havas Co-maker to provide a complete creative and media solution, under one roof.”
Client: Sydney Water
Katya Koch, Brand, External Communications and Engagement Manager
Amanda Walker, Campaign Advisor
Jackson Vernon, Senior Advisor, Media and Government Relations
Kelly Climo, Senior Marketing Advisor
Jess Turner, Digital and Social Media Advisor
Creative agency: Host / Havas
Matt Ennis, Creative Director
Adam Smith, Copywriter
Shaun Thomson, Art Director
Andrew Perry, Broadcast Producer
Olly Taylor, Chief Strategy Officer
Alyce Cowan, Senior Planner
Jo Thomasson, Head of Account Management
Adam Blaynee, Account Director
Gillian Last, Senior Account Manager
Nic Adamovich, Head of Design
Michael Macgregor, Senior Designer
Michelle Skold, Studio Lead
Production company: Airbag
Alex Tizzard, Executive Producer
Fiona McGregor, Producer
Ariel Martin, Director
Aaron McLisky, DOP
Katie Newton, Production Designer
Edit House: ALT VFX
Mark Bennett, Editor ALT VFX, Post Production
Song Zu, Music & sound
Ramesh Sathiah, Composer
Abigail Sie, Sound Design
Media agency: Havas Media
Catherine Edghill, Account Director
Alex Saxon, Account Manager
Fraser Johnston, Senior Investment Executive
PR agency: One Green Bean
Social agency: One Green Bean
Influencer agency: Havas Co-maker