Sydney Water has launched the Save Our Sinks campaign, developed by Tag, a dentsu company, to address fats, oil, and grease (FOGs) being disposed down household sinks.
The campaign aims to educate Greater Sydney residents on the environmental and financial impacts of improper wastewater disposal, encouraging responsible habits to reduce damage to waterways and avoid plumbing costs.
Tag created the campaign from concept to delivery, producing a TVC in the form of a musical number featuring a choir of singing sinks.
“This campaign tackles a critical issue we see far too often in our wastewater network – fats, oils and grease (FOGs), food scraps, milk, paint, and other chemicals being disposed of down the sink,” said Elise Barker, Head of Brand, Media & Engagement at Sydney Water.
“Many people don’t think twice about it, but the consequences of this behavior can be significant for both our network and the environment.
“Save Our Sinks was built to change that. With bold, creative storytelling and a singing sink we’re cutting through with a clear message: Only water, detergent and soap down the sink. I look forward to seeing how Save Our Sinks helps reshape what people pour down the drain, and the positive impact that will have.”
More than 250 creative assets were produced for TV, web, out-of-home, social media, light rail and bus wraps, radio, mobile gaming, cinema, and broadcast video on demand.
A highlight of the campaign includes, a provocative double sided light rail wrap which creates the illusion of stepping into a clogged pipe.
The campaign is designed to be both humorous and engaging, as well as disruptive and, at times, disgusting. It aims to capture the attention of sink-sinners across the Greater Sydney Region.
The integrated campaign includes content in English and key community languages—Hindi, Vietnamese, Cantonese, Arabic, Korean, and Mandarin—to reach culturally diverse audiences.
“We’re thrilled to have brought this campaign to life in partnership with Sydney Water and deliver an important message,” Elena Fullerton, ANZ Managing Director, Tag.
“As a team who is motivated to create positive impact in our circles, we are excited to see true behavior change through this campaign and to have found a deep collaboration with the talent that lies in the Sydney Water team.”
Claire Hoyles, Client Lead, Tag ANZ, said: “This campaign marks a pinnacle moment for edutainment and we are excited to see the message launched into the world and taking over Sydney.”
Credits:
Client: Sydney Water
Tag Agency: Tag
Director: Matt Kamen
Creative Director: Adam Ibrahim
Art Director: Josella Bray
Client Service Director: Claire Hoyles
Executive Producer: Craig Sloane
Agency Producer: Tom Pearce
Line Producer: Nicole Richardson
Post Producers: Elleni Macmillan & Hannah Lingard
Casting: Peta Einberg
DOP: Shelley Farthing-DaweArt Department: Banjo Fitzsimmon
Music: Otis
Editor: Stew Arnott
VFX: Atmos Studios
Stills Photography: Damian Flanagan & Justin Odonnell
Design: Chris Vetrisano