BIRDS WILL BE BACK

TitleBIRDS WILL BE BACK
BrandRECKITT BENCKISER TURKEY
Category B05. Use of Ambient Media: Large Scale
Product/ServiceFINISH
Entrant HAVAS MEDIA TURKEY Istanbul, TURKEY
Idea Creation HAVAS TURKEY Istanbul, TURKEY
Media Placement HAVAS MEDIA TURKEY Istanbul, TURKEY
Credits
Name Company Position
Didem Demiralp Havas Media Turkey Media Director
Nevin Nebioglu Havas Media Turkey Media Associate Director
Zeynep Satis Havas Media Turkey Digital Media Director
Ergin Binyıldız Havas Istanbul Chief Creative Officer
Volkan Dalkılıç Havas Istanbul Executive Creative Director
Anil Suleyman Cinar Havas Istanbul Senior Copywriter
Anil Suleyman Cinar Havas Istanbul Senior Copywriter
Serhan Kocak Havas Istanbul Senior Art Director
Sezgin Bulut Havas Istanbul Art Director
Dilara Tuncer Havas Istanbul Art Director
Ozan Yucekus Havas Istanbul Copywriter
Berk Yilmaz Havas Istanbul client services director
Hare Lilya Ganic Havas Istanbul Account Supervisor
Irem Pusal Havas Istanbul Account Executive
Asya Bicer Havas Istanbul Account Supervisor
Dogus Savu Havas Istanbul social media manager
Irem Ayci Havas Istanbul Jr. Account Executive
sila Salgin Havas Istanbul Agency Producer
Gozde Bilir Havas Istanbul Agency Producer
Zihni Bassaray Havas Istanbul Digital Group Head

Why is this work relevant for Media?

In consideration of its execution, cultural basis, audience and the brand purpose the project is a one-of-a-kind experience made possible by a brand. It’s a project that takes whole village and the mosques of the village as a part of a medium.

Background

Kuyucuk Lake was the host of 233 bird species. Untill it dried up completely in 2019. As an activist brand, who communicates through “water saving” with its costumers for two years, we started a mobilization to save the lake and supplied life water to the lake. Our biggest goals were reviving the lake and make as much people as possible aware of the lake with a disruptive communication. When we reached our goals, it was time to announce the good news in a striking way in consideration of its special context.

Describe the creative idea / insights (30% of vote)

The lake was started to revive which means birds will be back soon too. But we didn’t want to tell what’s going to happen next, we wanted to turn good news into an experience for the villagers. We wanted the them to remember good old days when the birds are still in Kuyucuk. We created a 24-hour-long audio track based on 233 bird species that existed in Kuyucuk and their daily routines. We played the 24-hour-long audio track through the minarets of two mosques of the village. Village with 284 inhabitants experienced a full day, like the birds never left.

Describe the strategy (20% of vote)

The lake was started to revive which means birds will be back soon too. But we didn’t want to tell what’s going to happen next, we wanted to turn good news into an experience for the villagers. We wanted the them to remember good old days when the birds are still in Kuyucuk. We created a 24-hour-long audio track based on 233 bird species that existed in Kuyucuk and their daily routines. We played the 24-hour-long audio track through the minarets of two mosques of the village. Village with 284 inhabitants experienced a full day, like the birds never left.

Describe the execution (20% of vote)

We worked with nature associations, villagers and sound engineers to reach most accurate results. We talked about the 233 bird species with the local people and scientists. We gathered stories, old memories and scientific information. And then, we mined the sounds of 233 different species. Different birds chirp at different times of the day. So we allocated the sounds to relevant time slots in consideration of all information we got and created a 24-hour-audio track. We worked with an excellent audio engineer to sound as natural as possible when the audio track is broadcasted. There were two different mosques in the village. To reach whole village in a subtle way we used the minarets of the mosques as a medium to broadcast our audio file.

List the results (30% of vote)

As a result of our cooperation with our consumers and the government, we have managed to save Kuyucuk Lake. 900 million liters of water reached the lake. Currently, 20% of the lake is waterlogged. More than 10,000 birds belonging to more than 100 species returned to Kuyucuk this summer. For the first time, Turkey established a Meteorology Station for a lake. This station delivers instant weather changes online to the center. “The first brand that comes to mind when the subject is water saving” is Finish with a 43% rate. Last but not least, we reached every one of 284 inhabitants of the village with our project and created a common feeling about that good old days will be back.