Because it is a limited resource, water is highly precious and even a luxury for some people around the world. Every being on earth needs water to survive and so, we must be wise when we use it so that there’s enough for any of us. To ensure that everybody has enough water, we need to work a bit on our water-use habits. But first things first: Of the 70.9% of the water that covers our planet, only 3% is fresh water. About 2.1 billion people still lack access to safe water. By 2025, two-thirds of the global population will face water “stress.”

It’s time to act now! Sydney Water, an Australian company with the vision of creating a better life with world-class water services, wants to highlight the importance of water, especially now, as Australia struggles with ongoing droughts and destructive bushfire seasons.

In partnership with creative company BUCK, which has designed an engaging multimedia-marketing campaign via Host/Havas, the organization launched the “Love Water” project, an initiative through which the team wants to raise awareness about water consumption by offering education and water-wise tips to the audience. The campaign consists of six TV commercials, short animations for social media, and a series of static prints.

“Written” in blue ink, the videos are like a poem dedicated to water and all the amazing things Adam’s ale can do. “The objective is to get people to be mindful of their water usage,” explained Gareth O’Brien, Executive Creative Director at BUCK. “And to demonstrate different ways for them to make small changes to conserve it during their daily lives in a fun and humorous manner.”

A woman’s calm voice narrates the many things water does for us: “It keeps small towns and sports grounds lit up at night” and “It falls from the clouds to keep our crops growing.” “It’s amazing what water can do,” the soft voice continues, highlighting how valuable this resource is to us. Each spot shows a different character conserving the liquid.

The animations were created using two different 3D programs, Maya and Cinema 4D. This allowed the artists to give a “watery” effect, such as splashes, drips, or ripples, to the objects in the videos.  The films direct viewers to lovewater.sydney, an online portal that hosts the company’s best tips on how to save water.

Credits:

Client: Sydney Water

Agency: Host/Havas

Director: BUCK

Creative Director: Gareth O’Brien

Executive Producer: Erica Ford

Art Director: Luke Saunders

CG Lead: Elijah Akouri

Producer: Jordan Howes

Production Coordinator: Jess Fogarty

Storyboards: Luke Saunders, Lara Lee

Design: Bernd Bousard, Bryce Pemberton, Elijah Akouri, Glen Miralles, Luke Saunders, James Boorman, Joao Lavieri, Lara Lee, Scarlett Starling

2D Animation: Aleksander Saharovsky, Bryce Pemberton, Will Pietsch, James Boorman

Modelling: Bryce Pemberton, Chuong Vu, Elijah Akouri, Hugo Jackson, Manon Sailly, Tim Krakowiak, Greg Petchkovsky

Look Development: Bryce Pemberton, Chuong Vu, Elijah Akouri, Hugo Jackson, Manon Sailly, Tim Krakowiak

Rigging: Bryce Pemberton, Ernesto Ruiz Velasco, Fleming Lin, Manon Sailly

3D Animation: Bryce Pemberton, Ben Hubbard, Francisco Catao, Josh Edwards, Lawrence Wong

Lighting: Chuong Vu, Elijah Akouri, Hugo Jackson

Compositing: Chuong Vu, Hugo Jackson