Sydney Water wanted to increase public awareness that pouring cooking fats down the drain and flushing wet wipes down the loo is both problematic for household plumbing and the environment.

Previous campaigns had focused on ‘dirty visuals’ - stuff like sewer monsters and grotesque blockages. The client wanted to move away from this, and instead present a more altruistic approach, focusing on people’s inherent desire to be clean.

With the proposition ‘our cleanliness shouldn’t leave dirty consequences’, I developed a campaign line and lockup, without a sewer monster in sight.

Role: Senior Creative / Copywriter