Sydney Water launches new ‘Many ways to save’ integrated marketing campaign via Host/Havas
As Greater Sydney is experiencing one of the worst droughts on record, Sydney Water has today launched an integrated marketing campaign via Host/Havas Sydney, that aims to inspire people to get creative about saving water.
The “Many Ways to Save’ campaign launches with two 30-second TV spots that feature larger- than-life scenarios of drought ingenuity.
‘Water Efficient Puppy’ shows two parents gifting their young daughter a water efficient camel instead of a puppy she was hoping for, to save water. ‘Random Water Saving Nude Guy’ shows a man training in the gym without clothes and bragging to his trainer that he’s saving on loads of washing. The playful construct of these ads leaves viewers with the outtake ‘there are many ways to save, some better than others’.
Says Matt Ennis, creative director, Host Havas: “There are hundreds of responsible, practical, simple ways to save water. By juxtaposing these with wildly impractical ways to save, this tongue-in-cheek campaign shows just how easy it is to make steps towards collectively beating the drought.”
The campaign also launches across radio, OOH, press, digital, social and PR. A dedicated online hub Lovewater.sydney will aggregate tips and hacks from the community and influencers to give people a way of sharing and learning new ways to save water.
Says Katya Koch née Farrin Brocks, brand, external communications and engagement manager at Sydney Water: “We know that everyone has a very different relationship with water and not all water saving practices work for everyone, so this campaign aims to inspire people to get creative and find ways to safeguard our precious water resources without sacrificing the lifestyle they love.”
Many Ways To Save is a result of Host Havas, Havas Media, One Green Bean and Havas Co-maker coming together to provide Sydney Water an integrated agency village solution.
Says Anthony Freedman, chairman of Havas Group: “We’re really proud to have partnered with Sydney Water to raise awareness of water conditions in Greater Sydney and encourage the behaviour change that’s essential if we are to reduce water consumption at the levels needed.
“The campaign demonstrates the power of the Havas Village model, bringing together the combined forces of Host/Havas, Havas Media, One Green Bean and Havas Co-maker to provide a complete creative and media solution, under one roof.”
Client: Sydney Water
Katya Koch, Brand, External Communications and Engagement Manager
Amanda Walker, Campaign Advisor
Jackson Vernon, Senior Advisor, Media and Government Relations
Kelly Climo, Senior Marketing Advisor
Jess Turner, Digital and Social Media Advisor
Creative agency: Host / Havas
Matt Ennis, Creative Director
Adam Smith, Copywriter
Shaun Thomson, Art Director
Andrew Perry, Broadcast Producer
Olly Taylor, Chief Strategy Officer
Alyce Cowan, Senior Planner
Jo Thomasson, Head of Account Management
Adam Blaynee, Account Director
Gillian Last, Senior Account Manager
Nic Adamovich, Head of Design
Michael Macgregor, Senior Designer
Michelle Skold, Studio Lead
Production company: AIRBAG
Alex Tizzard, Executive Producer
Fiona McGregor, Producer
Ariel Martin, Director
Aaron McLisky, DOP
Katie Newton, Production Designer
Editor: Mark Bennett
Post production: Alt.vfx
Music Composition: Ramesh Sathiah, Song Zu
Sound Design: Abigail Sie, Song Zu
Casting: Stevie Ray CGA
Media agency: Havas Media
Catherine Edghill, Account Director
Alex Saxon, Account Manager
Fraser Johnston, Senior Investment Executive
PR agency: One Green Bean
Social agency: One Green Bean
Influencer agency: Havas Co-maker
28 Comments
This is abysmal.
Sod off, these are funny!
A typical camel can drink 200 litres of water in three minutes. Perhaps this is where the misunderstanding arises that camels store water in their humps. After all, the water has to go somewhere. So given the choice buy a dog!
…. or don’t buy a camel at all (because it’s a terrible idea) and just take a 4 min it shower… oh hang on, that’s what the campaign is suggesting 😜!
I mean isn’t this the type of work you’d expect from a Student team in their first year.
I don’t mind the stupidity of the TVCs but it really doesn’t translate to print.
Come on you stale ‘creatives’ . this is funny, and attention getting, and might just work.
They’re not funny
Seriously, this work is terrible and what you would expect from a government/service body. Shame the agency couldn’t make anything better.
Love this.
Well done Adam, Shaun, Matt and Team HH on getting such a fresh idea up for what is a very conservative client.
m
To never, ever do work like this again.
They are…
Awful ads, what up with the music, cheesy performance and overall crappy rhythm? Feels like a uni student work.
This isn’t bad, it’s just not good. The idea is obvious and well worn. To overcome this you need executions that are really interesting and engaging. The nude dude is fresher. Camel, not so much. Another week or getting another team in could have made this better. Sad the agency didn’t push harder.
It’s nice enough for a white audience paying very close attention.
The problem is, we have a very large and ever-growing population of people who have migrated from countries where water is everywhere and that is what is causing Sydney’s ‘record usage’ of water.
I’m not sure this will translate well to people for whom English is their second or third language.
It’s quite a long way around the mountain (don’t buy a camel instead of a puppy when you could shorten your shower instead).
Even confusing for whiteys like me.
Gotta agree with you on this one. While I enjoyed the nude guy, I think it’s way too white. We need more diversity to spread the message on this important issue.
They obviously had a creative drought when they were coming up with ideas for this campaign. Terrible.
Oh, hey! Sorry, am I late to the Host/Havas vendetta? I thought we were just trashing Monkeys and McCann Melbourne work… These are fun and silly, and the nude gym one-shot shows some nice filmmaking too.
Simple and love the jingles (still stuck in my head). Will be memorable for general population, which is sort of the point right guys?
Nice job HH team, don’t let the comments bring you down!
I agree
I love it
They’re funny, well-shot and different. It’s well and truly outside of the corny zone. Nicely done getting this through!
Nice spots. The camel one had me laughing.
Water efficient puppy got a giggle out of me
Bit of a smile in these. Same bitter, twisted comments on here as always.
Alright Folks let’s and focus on the big news in league this week!
Darius Boyd, should he just retire? This will free up money for Broncos to resign Fifita, Oates.
Adam Obrien, new coach of the Knights. Is he ready for the challenge?
Rookie of the year? Nikoll-Klokstad? Haas? Sivo?
Submit your answers below!
Nikoll-Klokstad for RotY for sure. I’d like to see Boyd stay on and put a dent in the Broncos salary budget for another season. And only time will tell with O’Brien.
On to more important matters, why would Australia drop Khawaja instead of moving him to opener (where he averages over 95) and dumping the underperforming Harris? I’m all for investing in the future but you’d hardly do that mid-series with the Ashes on the line. And don’t get me started on why Starc hasn’t played a Test yet.
@ Radiers Fan
Really hoping the Raiders can take out the GF this year. Sick of seeing a Roosters/Melb finals. Hodgson is the most creative hooker in the comp in my eyes!
I agree with the Khawaja call, he feels much more comfortable as an opener. I fear Australian selectors have lost their way over the years. Is it an ageism thing?
@Hijack Brief
No question the selectors have their favourites. I’m glad we were spared the spectacle of a Mitchell Marsh recall on the back of an unconvincing 70-odd against a second-string county side, at least.
And I reckon a Cats Tigers GF is looming south of the Murray, which should fill the G to overflowing!