Drake has responded to Sydney Water’s Instagram post asking him to keep the city’s waterways beautiful after a video of him throwing an orange slide at a drone supposedly spying on his Crown Towers penthouse went viral.
The tactical Instagram post, shared last Friday via creative agency It’s Friday, features a video that opens on Crown Towers and pans down to a rocky harbourside ledge, where the orange slide is seen washed up on the shore. A gloved hand picks up the slide.
The caption reads, “Hey Drake, this yours?? Hope you’re enjoying our beautiful city – but let’s keep it that way.” It goes on to invite Drake to pick up the slide at Sydney Water’s reception desk, where he can also enjoy a complimentary ‘Warragamba Slammer’ (a bottle of Sydney Water).
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The very next day, the Canadian rapper shared the Sydney Water video with his 143 million Instagram followers, further fuelling the growing online global conversation. Drake has yet to claim the slide (or the bottle of water).
With his massive following, Drake’s repost generated more buzz, and Sydney Water’s agile response garnered millions of views, shares, and comments.
In two days, reactions, speculation, and commentary have exploded, with over 7 million views on Sydney Water’s account alone, along with over 92,000 shares, 2,000+ comments and nearly 300K likes.
The interaction received news coverage from outlets like Forbes and Channel 7’s Sunrise. Brands, including Uber and Big W, have also joined the conversation.
“Big cultural moments that are relevant to a brand don’t come along every day, so when they do, you have to move with lightning speed. So that’s exactly what It’s Friday and the team have done, and the results reflect the power of that agility,” Tim Barrett, digital marketing manager for Sydney Water, said.
Vince Lagana, CCO / Co-founder of It’s Friday, added, “Credit to Sydney Water for jumping on the opportunity instantly. The response has been unbelievable.”