Sydney Water, in collaboration with the creative agency It’s Friday, is ushering in the summer season with an innovative approach to water conservation. The campaign revitalizes the iconic, water-wasting character ‘Bob,’ portrayed by the renowned Australian actor Shane Jacobson, who has become a staple in Sydney Water’s messaging.
Introducing Little Bob: A Miniature Counterpart
This year, ‘Bob’ is not alone in his journey. He’s joined by an unexpected addition – his ten-year-old self, ‘Little Bob.’ The young character emerged from a nation-wide search aimed at finding a child actor who could mirror Shane Jacobson’s facial structure, complete with a mini-beard crafted from human hair, to achieve a striking resemblance.
A Campaign That Speaks Volumes
The already popular TV commercial features Little Bob calling out the older Bob’s water-wasting habits. It underscores simple yet effective steps for water conservation, a message increasingly vital for Sydney residents. Statistics reveal that Sydney uses 59% more water than South-East Queensland and 11% more than Perth. With the return of El Nino conditions and a potentially dry summer looming, the campaign’s timing is critical in promoting water-saving measures.
Sydney Water’s Commitment to Conservation
Megan Miller, Sydney Water’s Head of Brand, expressed enthusiasm about the partnership with It’s Friday, aiming to create impactful advertising that emphasizes the urgency of water conservation. She highlighted the challenge of encouraging water-saving habits among Sydney’s population, given the unpredictable weather and fluctuating dam levels.
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A Message from It’s Friday
Vince Lagana, CCO and Co-Founder of It’s Friday, shared insights on the campaign’s philosophy. He emphasized the importance of water conservation taught in childhood and the need to rekindle that awareness in adults. Little Bob serves as a reminder to Sydney residents of their long-standing knowledge about water conservation and the urgent need to act on it.
Widespread Reach Across Multiple Platforms
The campaign will make its mark across various media channels, including TV, radio, out-of-home (OOH) advertising, and social networks, ensuring widespread visibility and impact.
Experience the Campaign
This strategic move by Sydney Water and It’s Friday not only refreshes a familiar message but also serves as a poignant reminder of the simple, yet essential act of water conservation, particularly as Sydney faces potential water restrictions and another drought season.
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