Australia – To remind Sydneysiders how important quality water is to their lives, and the role Sydney Water plays in delivering it to them, agency It’s Friday has created an educational and entertaining campaign featuring three time/3 x Olympic Gold Medallist, Jess Fox.
For Sydney Water, the campaign addresses the status quo of how Few Sydneysiders ever stop to think about the water that comes out of their tap. And even fewer are aware of all the steps Sydney Water goes through to make sure that everyone in Sydney can enjoy some of the best and safest water in the world.
Starting on a beautiful Sydney waterway, Jess takes us on a tour of the city with a twist: she’s in a canoe that can be rowed to any location in Sydney, whether it’s a tabletop or a garden bed.
Over the course of the commercial, she unexpectedly rows into the lives of several water users. Each of them ends up joining Jess in her canoe as she rows across Sydney, including one of the dedicated experts at Sydney Water, who filter, clean, and test Sydney’s water at every stage of its journey from dam to tap.
Jess’s journey makes a simple point that few think about: water is an essential part of Sydney life. And Sydney Water works tirelessly to look after that water.
Whilst delivering an important message that Sydney’s water doesn’t simply come straight out of a dam, the campaign is light and fun in tone, reflecting the way water helps us enjoy so much of Sydney life.
Speaking on her involvement in the campaign, Jess said, ”If you live in Sydney, your life is tied to water. But it’s not just about our lakes, rivers and beaches. We need clean and reliable water for our morning coffees, parks and gardens, backyard pools – it’s part of everything that makes Sydney great. That’s why this campaign is so important. It lets everyone know what Sydney Water does, and why we should never take our water for granted.”
Elise Barker, head of brand, media and marketing at Sydney Water said, “As Sydney grows so does its demand for water. So it’s more important than ever for people to understand the role we play in delivering drinking water that’s clean and safe to our 5.4 million customers. Because without our water, Sydney just wouldn’t be Sydney.”
Meanwhile, Vince Lagana, CCO of It’s Friday, commented, “Sydney’s water isn’t just any water, it’s the life force of everything we love about our great city. To help Sydneysiders realise its importance, the campaign leads them on a fun journey educating and reminding them how vital water is to the city and that it doesn’t just come straight out of a dam.”
