GLASSES OF DROUGHT

TitleGLASSES OF DROUGHT
BrandFINISH / RECKITT BENCKISER
Category D03. Limited Run Promotional Items & Printed Media
Product/ServiceFINISH QUANTUM
Entrant RECKITT BENCKISER İstanbul, TURKEY
Idea Creation HAVAS ISTANBUL Istanbul, TURKEY
Production ABT POST PRODUCTION Istanbul, TURKEY
Production 2 P BLOK Istanbul, TURKEY
Production 3 AJANS RESET Istanbul, TURKEY
Additional Company 3K1A MUSIC Istanbul, TURKEY
Additional Company 2 CIRCUS Istanbul, TURKEY
Additional Company 3 SAFIR CAM İstanbul, TURKEY
Additional Company 4 ÖZAY CAM İstanbul, TURKEY
Additional Company 5 MEDYABANK Istanbul, TURKEY
Credits
Name Company Position
Ergin Binyildiz Havas Istanbul Chief Creative Officer
Yavuzhan Gel Havas Istanbul Creative Director
Serhan Koçak Havas Istanbul Art Director
Sezgin Bulut Havas Istanbul Art Director
Anil Süleyman Çinar Havas Istanbul Copywriter
Sila Salgin Havas Istanbul Agency Producer
Gözde Bilir Havas Istanbul Agency Producer
Ayça Çinar Havas Istanbul Strategy Director
Berk Yilmaz Havas Istanbul Client Services Director
Hare Lilya Ganiç Havas Istanbul Account Supervisor
Irem Pusal Havas Istanbul Account Manager
Tarik Bayar Reckitt Benckiser Marketing Director
Cem Oguzcan Reckitt Benckiser Category Manager
Harun Çeliksoy Reckitt Benckiser Senior Brand Manager
Basak Malçok Reckitt Benckiser Senior Media Manager
Buse Leblebici Reckitt Benckiser Senior Assistant Brand Manager

Write a short summary of what happens in the digital or ambient execution or campaign.

We detected the lakes with the most devastating water loss. Researched the topography and turned them into custom made glasses. 5 lakes, 5 glasses. 22nd of March is the World Water Day. But for Turkey it’s also the day of our biggest economic forum, the Davos of the Middle East. The event where the top politicians, economists, businessman and most importantly the press is present with full attention. And we hacked the event. The glasses were placed on speakers’ desks all across while being spread out through the event venue. It was a perfect chance to reach almost everyone with influence. Our glasses helped us to engage our message with CEOs, politicians, academics, media moguls even foreign investors.

Cultural / Context information for the jury

People were not aware of the problem. They didn’t know how much water being wasted on pre-rinsing. We knew that if we show people evidences of the problem, we could build an influence to make them change their behaviors. So, we did. We demonstrated most alarming evidence of drought. Our drying lakes. We collected their data from annual reports revealed by the government and news. 22nd of March is the World Water Day. But for Turkey it’s also the day of our biggest economic forum, the Davos of the Middle East. The event where the top politicians, economists, businessman and most importantly the press is present with full attention. And we hacked the event. The glasses were placed on speakers’ desks all across while being spread out through the event venue. It was a perfect chance to reach almost everyone with influence.