Title | BIRDS WILL BE BACK |
Brand | RECKITT BENCKISER TURKEY |
Product/Service | FINISH |
Category |
B05. Use of Ambient Media: Large Scale |
Entrant
|
HAVAS MEDIA TURKEY Istanbul, TURKEY
|
Idea Creation
|
HAVAS TURKEY Istanbul, TURKEY
|
Media Placement
|
HAVAS MEDIA TURKEY Istanbul, TURKEY
|
Credits
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.