Sydney Water, in a strategic partnership with Sydney-based creative agency It's Friday, has launched a fresh campaign featuring Shane Jacobson aimed at water conservation.

The campaign introduces the public to 'Bob', a character portrayed by Jacobson, and his younger counterpart, 'Little Bob'. Little Bob was cast after a nation-wide search for a 10-year-old boy with the identical bone structure of Jacobson’s face in order to fit his mini- beard made out of human hair and make the match as close as humanly possible.

The campaign's timing is crucial, with Sydney residents using 59% more water than their counterparts in South-East Queensland and 11% more than those in Perth. Sydney Water said the situation is exacerbated by the return of El Nino conditions and the prospect of a dry summer, which could potentially lead to water restrictions.

"Sydney Water is delighted to be partnering with Its Friday to create cut-through, clever advertising to spike awareness around the very serious issue of water conservation as we approach the prospect of another drought," Sydney Water’s Head of Brand, Megan Miller, said. "It’s Friday injected new life into our long-running Bob campaign, ensuring that its water saving message will be noticed by as many Sydneysiders as possible at this crucial time for our water supply."

The campaign aims to highlight simple, practical steps that individuals can take to conserve water. Vince Lagana, CCO and Co-Founder at It’s Friday, emphasised the importance of this message.

"We’re taught to save water as kids, but over time apathy sets in. Little Bob hits his older self and Sydneysiders with a truth bomb – you know not to waste water, you have always known, and you need to stop doing it," he said.

The campaign will be broadcast across multiple platforms, including TV, radio, out-of-home (OOH), and social channels, ensuring a broad reach. It's Friday, the agency behind the campaign, is an independently owned creative agency based in Sydney.