Marketing Featured ANZ

Sydney Water urges Sydneysiders to ‘Turn it off’ in new water-saving campaign

Sydney, Australia – Sydney Water, the organization that manages the environment and health of the city’s waterways, has recently released a new water-saving campaign titled ‘Turn it off, Bob’, with the aim to remind Sydneysiders to conserve water.

Done in collaboration with advertising agency Clemenger BBDO Sydney, the new quirky campaign features Australian actor and conservationist, Shane Jacobson as Bob. The debut spot, in what will become an episodic series, introduces an unwitting Bob enjoying a very long, hot shower until his water-wasting ways get the better of him.

Maryanne Graham, Sydney Water’s General Manager of Customer, Strategy and Engagement, shared that they have had great success in reducing water consumption through education campaigns that traditionally run during the hotter summer months.

“This campaign highlights that it’s the behaviors we adopt all year round that ultimately help us keep water in our dams in periods of low rainfall. Shane’s passion for water and his tremendous ability to cut through is a great match for Sydney Water. Our customers have told us they want to know more about how they can save water and this campaign is all about doing just that,” said Graham.

Meanwhile, Brendan Willenberg, the executive creative director of Clemenger BBDO Sydney, said that they needed a way to remind Sydneysiders to think twice and be water-wise. 

“Bob is a ripping character to deliver this message in a tongue-in-cheek way and Shane is just perfect for the role given his incredible personal commitment to water conservation. There’s lots more of Bob and his handy water-wise hints coming this year, we can’t wait to share it,” said Willenberg.

The campaign is already running across TV, OOH, and digital, as well as social channels. Future spots will be launched at the start of spring and during The Ashes cricket series in January 2022.