Buckets

Share this work

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

The humble blue bucket

It turns out residents in the greater Newcastle area were loved by water a bit too much, using an average of 10% more water than some water wise capital cities. Hunter Water asked us to help as water restrictions commenced for the first time in a decade.

Our ‘word on the street’ research give us a killer insight – everyone thought they were an average user and not the problem.

We came up with a campaign that asked everyone to ‘Save your 4’, reducing their usage by 40L per day, or… 4 buckets, converting litres into a tangible measurement everyone could relate to. And the humble blue bucket became a branding device Hunter Water could own.

They also ran with one of our bold ideas of a giant bucket art installation, which we then had to make a reality! The whole campaign focused on the 4-minute shower, something everyone could change without spending a cent.

Result: since the start of water restrictions, consumption has reduced by more than 20% over the five-month campaign period, a huge success vs. the target of 2% per year.

The 20%+ decrease also helped put the Hunter region among the leading water conserving regions in Australia and Hunter Water are seeing a sustained change in behaviour learned during restrictions, i.e. a higher community value of water scarcity even through COVID-19.

Credits: Creative building by Feather Edge / Video by Eluminate

Related Projects