Tackling wastewater disposal.
Sydney Water is tackling poor wastewater disposal behaviours in a Save Our Sinks campaign via Tag, a dentsu company.
Save Our Sinks is a response to the disposal of FOGs (fats, oil, and grease) down the sink, which can negatively impact the environment and result in a hefty bill.
“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 head of brand, media & engagement Elise Barker.
“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.”
The 60-second campaign features a choir of singing sinks as Sydney residents burst into song.
“We’re thrilled to have brought this campaign to life in partnership with Sydney Water and deliver an important message,” said Tag ANZ managing director Elena Fullerton.
“As a team who is motivated to create positive impact in our circles, we are excited to see true behaviour change through this campaign and to have found a deep collaboration with the talent that lies in the Sydney Water team.”
More than 250 assets were produced, and the campaign was distributed across channels and formats, including TVC, web, OOH, social media (Meta, YouTube, Twitch, and TikTok), light rail and bus wraps, radio, mobile gaming, cinema and broadcast video on demand.
“This campaign marks a pinnacle moment for edutainment and we are excited to see the message launched into the world and taking over Sydney,” said Tag ANZ client lead Claire Hoyles.
Credits
Client: Sydney Water
Agency: Tag
Director: Matt Kamen
Creative Director: Adam Ibrahim
Art Director: Josella Bray
Client Service Director: Claire Hoyles
Executive Producer: Craig Sloane
Strategy Director - Meredith Eriksson
Agency Producer: Tom Pearce
Line Producer: Nicole Richardson
Post Producers: Elleni Macmillan & Hannah Lingard
Casting: Peta Einberg
DOP: Shelley Farthing-Dawe
Art Department: Banjo Fitzsimmon
Music: Otis
Editor: Stew Arnott
VFX: Atmos Studios
Stills Photography: Damian Flanagan & Justin Odonnell
Design: Chris Vetrisano
