Olympian Jess Fox reminds Sydneysiders that it wouldn’t be the same without Sydney Water in new educational campaign via It’s Friday

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.

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.

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 Fox 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.

Fox’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.

In other words, for both the people of Sydney, and Sydney Water itself, ‘Water is our life’.

Fox says of the campaign: ”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.”

Says Elise Barker, Head of Brand, Media and Marketing for Sydney Water: “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.”

Adds Vince Lagana, CCO of It’s Friday: “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.

Who better to help people appreciate this than Jess Fox, a much-loved Olympic champ, whose life is tied to water – just as Sydney and Sydney Water’s life is.”

The ‘Water is our life’ campaign will appear across TV, OOH, social, and radio.

Client: Sydney Water
Elise Barker, Head of Brand, Media and Marketing
Tim Barrett, Digital Marketing Manager
Chriss Mikhael, Senior Marketing Advisor
Shelley Lewis, Senior Marketing Advisor
Nick Plunkett, Digital Marketing Lead

Creative Agency: It’s Friday
Claudia McInerney
Sarah King
Grant McAloon
Neil Walshe
Benn Sutton
Mariah Ferrer
Belinda Kruse
Renee Luri

Production Company: Rabbit
Director: Craig Rasmus
Executive Producers: Lucas Jenner & Alex Hay
Producer: Marge McInnis
Casting: Felicity Byrne
Post Production: The Editors
Sound: Squeak E. Clean Studios
Photographer: Joel Pratley
Retoucher: Mark Sterne