Sydney Water Bring It To Win It
Gamifying hydration and turning everyday sips into a sustainable movement
Client:
Sydney Water
The brief
Sydney Water needed to remind Aussies that the best hydration option is already flowing from the tap. But with single-use plastics on the rise — and a serious drought when it comes to public awareness — they needed a creative way to change habits and boost brand visibility.
Our curious spark
How do you inspire thousands of sports fans to ditch single-use bottles and reach for the refill instead? You make it a game. As the official Hydration Partner of the Thunder and Sixers cricket teams, match season offered a powerful moment to engage fans and promote refill culture.
Why this campaign needed to make a splash
This wasn’t just about saving plastic. It was about making Sydney Water the MVP of match day — embedding the brand into the fan experience while modelling better behaviours in a playful, low-lift way.
Activating curiosity and creativity
Our curious crew at work
Our approach combined tech, sport and storytelling to deliver a meaningful message in a moment that mattered. With smart systems and even smarter incentives, we made refill culture fun, visible and action-driven.
By integrating into the match day journey, we didn’t just raise awareness — we helped Sydney Water own the hydration conversation.
Proof that curiosity pays off
Engaged community
Over 25,000 fans joined the movement — turning everyday hydration into an act of impact.
Plastic waste prevention
17,000 plastic bottles saved from landfill thanks to increased refill culture.
Real-world savings
Fans collectively saved more than $38,000 just by choosing to refill.
Award-winning campaign
The campaign earned us two awards from the Australian Marketing Insitute (AMI) Awards, rubberstamping this dynamic activation.
Lessons in curiosity
By asking, “How do we make tap water the hero of game day?” we created a smart, sustainable activation that turned behaviour change into a celebration.
The takeaway? With the right dose of creativity, even a humble sip of water can make a brand unforgettable — and lead to genuinely transformative change.