Sydney Water's 'Stop Being A Water Waster' via It’s Friday

6 December 2023

Creative Agency: It's Friday
Media Agency: Atomic 212

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Featuring water-wasting character ‘Bob’ played by Shane Jacobson.

To coincide with the arrival of summer, Sydney Water, working with agency It’s Friday, has created a new water conservation campaign featuring Sydney Water’s long-running water-wasting character ‘Bob’, played by Shane Jacobson.

Bob has become synonymous with Sydney Water and It’s Friday was tasked with breathing new life into the beloved character. So this year, Bob is joined by an unexpected guest: His ten-year-old self.

Little Bob was cast after a nation-wide search for a 10-year-old boy with the identical bone structure of Shane Jacobson’s face in order to fit his mini-beard made out of human hair and make the match as close as humanly possible.

In the already popular TVC, Little Bob picks on Bob’s water wasting ways and highlights the simple steps he, and everyone else, can take to conserve it.

Sydney residents use 59% more water compared to South-East Queensland, and 11% more than Perth. This, combined with the return of El Nino conditions, and the onset of what promises to be a dry summer (including possible water restrictions) mean it’s imperative for everyone in Sydney to start saving water while they can. This campaign will help the city prepare for what lies ahead.

Sydney Water’s head of brand, Megan Miller, said Sydney Water is delighted to be partnering with Its Friday to create cut-through, clever advertising to spike awareness around the very serious issue of water conservation as the country approaches the prospect of another drought.

“Enticing Sydney to save water isn’t an easy task, particularly with unpredictable weather and fluctuating dam levels," she said.

“It’s Friday injected new life into our long-running Bob campaign, ensuring that its water saving message will be noticed by as many Sydneysiders as possible at this crucial time for our water supply."

Vince Lagana, CCO and co-founder at It’s Friday, said people are taught to save water as kids, but over time apathy sets in.

"Little Bob hits his older self and Sydneysiders with a truth bomb – you know not to waste water, you have always known, and you need to stop doing it," he said.

The campaign will appear across TV, radio, OOH, and social channels.




Client: Sydney Water

Agency: It’s Friday


Chief Creative Officer: Vince Lagana

Creatives: Benn Sutton and Neil Walshe

Production: Jeremy de Villiers

Senior Designer: Maria Ancines


Production Company: Rabbit Content

Director: Craig Rasmus

Executive Producer: Lucas Jenner

Producer: Morgan Hind

Post Production: The Editors


Media Agency: Atomic 212

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