Australia – Sydney Water partners with creative agency It’s Friday for its latest water conservation campaign that spotlights water conservation ways with iconic water-wasting character ‘Bob’.
The campaign presents a TVC that features the character ‘Bob’, who is joined by his ten-year-old self. In the TVC, Little Bob picks on Bob’s water-wasting ways and highlights the simple steps everyone else can take to conserve it.
Bob is a character that has become synonymous with Sydney Water, and It’s Friday’s task was to bring this beloved character to life in the campaign.
The creative agency brings in Aussie actor Shane Jacobson to play Bob. Meanwhile, a nation-wide search for a 10-year-old boy was conducted to find someone who has the same bone structure as Shane. all of this to fit his mini-beard made out of human hair and make the match as close as humanly possible.
The water conservation campaign will appear across TV, radio, OOH, and social channels.
Sydney Water’s campaign comes as signs of an expected dry summer, and returning El Nino conditions pose a risk of possible water restrictions for the city.
Megan Miller, head of brand at Sydney Water, said, “Sydney Water is delighted to be partnering with Its Friday to create cut-through, clever advertising to spike awareness around the very serious issue of water conservation as we approach the prospect of another drought. Enticing Sydney to save water isn’t an easy task, particularly with unpredictable weather and fluctuating dam levels.”
She added, “It’s Friday injected new life into our long-running Bob campaign, ensuring that its water-saving message will be noticed by as many Sydneysiders as possible at this crucial time for our water supply.”
Speaking on the campaign, Vince Lagana, CCO and co-founder of It’s Friday, also shared, “We’re taught to save water as kids, but over time, apathy sets in. Little Bob hits his older self and Sydneysiders with a truth bomb: You know not to waste water; you have always known, and you need to stop doing it.”
