PUB unveils annual water conservation campaign created via Grey Singapore
Grey Singapore has created PUB’s, Singapore’s national water agency, annual water conservation campaign, “Our Water Makes Every Moment Count.” The campaign underscores how water is central in every cherished moment. It also highlights how far Singapore has come in forging a shared water journey together as a nation.
As a nod to the SG60 celebrations, the campaign film features the iconic National Day soundtrack ‘Home’, to evoke the importance of water in making home feel like home. Through heartwarming and authentic moments shared between loved ones, the film tugs at the emotional heartstrings of Singaporeans and further reinforces the crucial role water plays in everyday moments, further encouraging Singaporeans to cherish and conserve water.
The campaign was officially launched to the public on 6TH of March, across multiple platforms, including digital and social media, OOH, and TV broadcasts. Singapore World Water Day (SWWD) was also celebrated over 8th and 9th of March 2025, which saw community and corporate partners coming together to commemorate Singapore’s Water Story, and to encourage Singaporeans to reflect on Singapore’s water journey and contribute to water sustainability.
“Over the past 60 years, water has played a significant role in charting our journey in nation-building. As our water story continues to evolve, now is the right moment for us to reflect on how far water has brought us – not just as a nation, but also as individuals and communities. Water flows through everything we’ve built, and it remains a precious resource that will sustain our growth and prosperity. Let us cherish it and continue to make every moment count,” said Mrs Cindy Keng, Director of PUB’s 3P Network Department.
“What a privilege to work on this campaign with PUB who are so passionate about the work they do, our job simply was to showcase this commitment to the nation” says Rohit Nair, Managing Director of Grey Singapore.
“Sometimes, all it takes is seeing something familiar in a new light to realise how much it matters,” said Graham Drew, Chief Creative Officer, Grey Singapore. “We all know how important water is, but we rarely feel it. That’s exactly what we hope to do — to remind people why caring for our water that sustains the activities that we love, matters now more than ever.”
Credits
Client: PUB, Singapore’s National Water Agency
Agency: Grey Singapore
Chief Creative Officer: Graham Drew
Managing Director: Rohit Nair
Associate Brand Director: Fang Yi Tan
Senior Brand Executive: Andrea Toh
Head of Strategy: Cindy Quek
Senior Strategy Planner: Ian Skatu
Creative Director: Pearlyn Ong
Associate Creative Director: Yuxuan Heng
Creative Group Head: Michele Wong
Copywriter: Charmaine Teo
Art Director: Deanne Goh
Junior Art Director: Soo Bao Rui
Media Agency: Starcom Singapore
Film Production House: SmallShop
Producer: Yee Zhi Yun
Director: Winfred Kwan
Director of Photography: Sng Ye Xiang
Audio House: Fuse Adventures in Audio
Photography Production House: Kindred Collective
Producer: Trudi Koh Maybury
Photographer: Nicky Loh
