Be The Fox Helps M&C Saatchi Raise Awareness of Thames Water’s ‘Bin It, Don’t Block It’ Advice to Consumers

M&C Saatchi London's latest ‘Bin It – Don’t Block It’ consumer campaign for Thames Water seeks to reduce blockages in the water system caused by people’s incorrect disposal of non-flushable items down toilets, and cooking fats, oils and grease down sinks.

Be The Fox produced the ads that brought to life two everyday scenarios in full flow and are then brought to a sudden standstill by the threat of a blockage, and then reanimated as life is restored to its natural flow.

The first ad features a couple cleaning up in a kitchen after what looks like a gathering and deals with the threat of cooled cooking oil being poured down the sink. The second spot shows a Mum wiping away a child’s wax crayon drawing on bathroom tiles and deals with the threat of a wet-wipe being flushed down the toilet.

Both films raise awareness of the impact of existing behaviours and reinforce Thames Water’s positive ‘Bin It - Don’t Block It’ advice to consumers.

Be The Fox’s production team found effective ways to maximise efficiencies and make sure the production was Covid-safe. Casting sessions took place online with cast members chosen from the same family or support bubble. During the shoot, Be The Fox organised for the monitor to be shared via Zoom which meant the agency and client teams could collaborate and feedback with the onset production team.

Within days of filming, Be The Fox delivered the ads in a variety of formats and lengths for roll out across broadcast TV, broadcast VOD, digital and social.

Angela Zabala, producer at M&C Saatchi, concluded: "Be The Fox were the perfect production partner for our Thames Water project. They collaborated really well with our creative team and we were really impressed with how they brought our vision for the behaviour change films to life on screen. They also meticulously managed all elements of the production process. Their efficiency and proactivity during planning meant all eventualities had had been dealt with in advance, and our shoot - where we had the challenge of filming two different TVCs in just one day - went extremely smoothly."