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PUB | Turn Off The Tap

Children are the future, and it is up to us to lay a good foundation for them to thrive. To ensure that water won't be a scarcity for the next generation, Singapore's national water agency, PUB, engaged us as part of their pre-school outreach efforts to inculcate good water-saving habits to the young ones. To do that, we went across the globe (and under the sea) for some help.

Team (Tribal)

Benson Toh (CD)

Boston Ho (Copy)

Eugene Yow (Art)


Public Utilities Board




  • Over 3.1 mil views on YouTube

  • Featured on The Straits Times

My Role

  • Conceptualised the first draft of the song.

  • Went on to co-write the script and storyboard with PinkFong.

  • Involved in entire production of film and remote shoot.

Sing and dance along to good
water-saving habits.

The cross-over that took over the small screens.


From the get-go, we knew that we had to rejig the advertising rule book when it came to engaging pre-schoolers. Saving the rhetoric for the parents, we instead went right to where the audience were – YouTube. Hand a child an iPad, and the quick navigating to their favourite sing-a-long ensues. And when it comes to hit songs, no one does it better than Pinkfong, the creator of 'Baby Shark'. We knew that a cross-over with PUB's mascots, Water Wally and Water Sally, would be a perfect fit.

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A catchy tune with a message that sticks.


This sing-along music video is a definite earworm with colourful animation that the little ones will love (we’ve tested), with fun dance moves to learn so they can be part of the story (and be occupied for hours). Most importantly, its simple lyrics teach a very important lesson of water conservation.

The Straits Times (20 Jan, 21)

Marketing interactive (21 Jan, 21)

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