guts logo | Brand Strategy Agency
Client:

Hunter Water

How Many Buckets Do You Do?

During the worst drought in living memory, residents in greater Newcastle were loving water a bit too much, using an average of 10% more water than other capital cities. Hunter Water asked Guts to help as water restrictions commenced for the first time since the 1980’s.

Key Insight

By talking to randoms in shopping centers, our ‘word on the street’ research gave us a killer insight – everyone thought they were an average user and not the problem. The data said otherwise.

Hunter Water Buckets image | gutscreative | Creative Brand Agency

Strategy

Our proposition was simple; we needed everyone to ‘change a little, save a lot’. We came up with the Save your 4 campaign, which asked each resident to reduce water consumption by 40L per day, or 4 buckets.

Hunter Water Buckets image | gutscreative | Creative Brand Agency

Creative Idea

Buckets. We made it tangible. The humble blue bucket was something everyone could relate to, and it became a branding device Hunter Water could own.

They also ran with our bold idea 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.

Hunter Water Buckets image | gutscreative | Creative Brand Agency

The result?

Water consumption reduced by more than 20% vs. the target of 2% per year and the campaign was shortlisted for a Mumbrella award.

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.

Hunter Water Buckets image | gutscreative | Creative Brand Agency
Hunter Water Buckets image | gutscreative | Creative Brand Agency
"Guts brought creativity based on insights, which helped bring about a significant reduction in water use during the region’s severe drought, and earned the campaign a shortlisting for a Mumbrella award. "
Creds:

Creative building by Feather Edge
Video by Eluminate
Graphic design by Dave MacKenzie & KO Studio

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Guts Creative acknowledges the awesome culture and creativity of the traditional custodians of the Country where we work: Awabakal Nation and Worimi Nation. We walk humbly in their footsteps, support the protection of their invaluable knowledge, and are inspired to do better by Elders past and present.
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