The Brand Agency: Aussie humour solves Water Corporation’s problem

There is nothing sophisticated about Aussie humour, but it is very entertaining and very well liked…no, loved. And housing mockery in humour has delighted audiences for decades while it changed the way people think and act…even in ads.

So when you have a message that’s not popular, like saving water, and when you have to make people change behaviour with that message, Aussie humour with an infusion of mockery is an admirable choice. The Brand Agency has made that choice for Water Corporation.

Carnaby Cockatoo, the burrowing Bilby, the famous Rotto Quokka and the age-old Marri Tree (aka, nature) have been turned into the Water Watchers, a team of wildlife vigilantes whose mission is to ensure that we humans get waterwise in a series of films for Water Corporation. After all, we are the only species on earth that wastes water. The aim of The Brand Agency campaign is to make them advocates of behaviour change, showing the easy ways everyone can play their part to save water.

At the core of the campaign is a long-form film telling the full story of the Water Watchers mission. Supporting it are TVCs, digital and social content, OOH, radio and press ads.

Water Corporation general manager of customer and community, Catherine Ferrari, commented, “Our climate has changed and we need to ensure Perth residents are making waterwise behaviours the norm.”

Marcus Tesorierio, executive creative director, The Brand Agency, added, “We often forget that we’re living on the edge of the desert here in Perth, so water usage can very quickly become a serious issue. But that doesn’t mean we can’t have a bit of fun to draw in people’s attention. It makes sense that nature has a voice on the topic, so our intention was to give it one – and help us humans understand that wasting water affects us all.”

Credits
Agency: The Brand Agency
Executive Creative Director: Marcus Tesoriero
Art Director: Niall Stephen
Copywriter: Lachlan Banton
Strategy: Hannah Muirhead & Matt Popkes
Account Management: Evan Murie & Sandra De Witt
Executive Producer: Katie Trew
Producer: Caitlin Baird