PUB raises awareness of conservation with new 'Water’s Odyssey' ad

In partnership with recently appointed Tribal Worldwide Singapore, Public Utilities Board (PUB) has launched a new 60-second short film in bid to raise awareness of vital water conservation across the nation.

Titled "Water’s Odyssey", the ad takes viewers on a journey through the water treatment process. The thought-provoking film took over 760 hours of computer-generated imagery work as the agency wanted to highlight the effort that goes into supplying Singapore’s taps with clean drinking water.

With insights gathered from PUB’s engineers and water quality experts, Tribal aims to bring to life, from the point of view of a water droplet’s journey from falling out of the sky, through the inner workings of the treatment plant, and into Singaporeans’ taps. Launched on 14 April, the ad will run across TV, cinema, and online channels. The initiative follows a month-long of activities to commemorate Singapore World Water Day in March.

Benson Toh, creative director at Tribal Worldwide Singapore said the TVC posed an interesting challenge for the team.

"Filming inside the treatment plant’s pipes and tanks was virtually impossible. We had to find another way of telling the story and illustrating the water treatment process in a way that’s both enchanting and easy to follow," he added.

“We believe this educational short film will help Singaporeans understand the effort that goes behind making every drop of water, and inspire them to appreciate and value the clean, drinking water that we all enjoy in Singapore. We will continue to find innovative and engaging ways to communicate and reach out to all our stakeholders, to build a strong water-saving culture in Singapore,” said Cindy Keng, director, 3P Network Department, PUB.

In lieu of World Water Day 2019 last month, Tribal Worldwide Singapore developed an integrated campaign which includes an online pledging microsite, outdoor, social and digital marketing elements. Pre-campaign research by PUB found that Singaporeans tend to take water for granted and that there was a lack of public awareness of the amount of effort that goes into treating and producing clean water.