Take the Waste out of Water

Agency: Brave


An estimated 80% of wastewater enters the environment untreated. This mismanagement of toxic chemicals, human and medical waste is putting people and the environment at risk.

With considerable media coverage on water pollution recently, Xylem’s campaign, developed by Brave, aims to garner support to Take the Waste out of Water.

Building on their relationship with Manchester City and manager Pep Guardiola, Xylem’s film, and accompanying social/digital media assets, seeks to support the UN’s resolution to halve the amount of untreated wastewater we release by 2030. But they can’t do it alone.

The campaign aims to draw attention & create urgency for the audience to stand with Xylem and take collective action ahead of the UN World Water Conference.

To do this, Xylem has developed a bespoke online hub, which the public can use to register their support for the UN’s Sustainable Development Goals, and take steps to ensure global wastewater issues remain a topic of conversation in relevant markets.

In addition to drawing attention, the campaign needs to deliver a shift in public sentiment towards taking urgent action to protect water. To support this, we created a thought-provoking campaign featuring Xylem ambassador, Pep Guardiola and Manchester City star players.

There is an embedded human truth at the heart of the activity. That is, many of us are guilty of watching global wastewater issues hit our screens daily, yet most of us don’t act on it. Our idea was to address our audience’s current inertia head on with a direct plea from Pep.

The main film, directed by Courage’s Peter King, sees Pep delivering a wake-up call as he addresses the waste issues that directly affect us all, questioning how close will pollution have to get before we do something about it. Does wastewater have to be at your doorstep and even flooding your home, before we act?

The film ends with a message of hope; prompting the audience to stop watching pollution on their screens and start using them for good, with a simple click to show support that can help drive change for water at the UN conference.

This professional campaign titled 'Take the Waste out of Water' was published in United Kingdom in March, 2023. It was created for the brand: Xylem, by ad agency: Brave. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 1 year ago.


Agency (Creative) Brave
Business Director Declan Garvin
Account Director Mike Roberts
Senior Planner Michael Kates
Planner Hugh Kupfer
Creative Director Annie Fox
Art Director(s) Nathan Salf
Copywriter(s) Jake Bean
Head of Design Lee Robins
Senior Designer Talveer Uppal
Digital Designer Alex Wastell
Motion Graphics Designer Patrick McCaulsky-Martin

Client Xylem
Senior Director of Global Partnerships & Branding Randolf Waters
Senior Marketing Operations Manager Helen Lewis

Production Company Courage
Director / Studio Head Peter King
Producer Pamela Pifferi
DOP David Procter
Art Director Kevin Phipps
Water SFX David Turner
1st AD Tom Kelly
Gaffer Chris Georgas
Production Manager Joe Hockey
Editor Oliver Goodrum
Sound Design Dan Puglsey
Music Robin Foster
Stylist Lucy Hagan
HMU Victoria Shoesmith
Director - Pep grey screen shoot Jörn Threlfall
DOP - Pep grey screen shoot Carl Burke

Post-production Rascal
Post Production Producer Hazel Gibson
Post Production ECD Andrew "Barnsley" Wood
VFX Supervisor Markus Lundqvist
2D Lead John Thornton
2D Ant Walsham
Colourist James Bamford


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