Australia’s fave comedian, Shane Jacobson, is wasting water as Bob again. This time he gets a dressing down from his ten-year-old self. The new campaign, by agency It’s Friday for Sydney Water, is a subtle reminder of who will suffer if Sydney doesn’t solve its water shortages and plays into the reality that younger generations are more ardent climate protectors than their parents.

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.

The water conservation campaign coincides with the arrival of summer and possibly more bouts of water restrictions when reserves run low. The 2024 campaign will appear across TV, radio, OOH, and social channels.

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, commented, “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 we approach the prospect of another drought. Enticing Sydney to save water isn’t an easy task, particularly with unpredictable weather and fluctuating dam levels.

“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,” said Miller.

Vince Lagana, chief creative officer and co-founder at It’s Friday, added, “We’re 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.”

Credits
Client: Sydney Water
Agency: It’s Friday
Chief Creative Officer: Vince Lagana 
Creatives: Benn Sutton & 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