BIRDS WILL BE BACK

Short List
TitleBIRDS WILL BE BACK
BrandRECKITT BENCKISER TURKEY
Category D07. Corporate Purpose & Social Responsibility
Product/ServiceFINISH
Entrant HAVAS ISTANBUL Istanbul, TURKEY
Idea Creation HAVAS ISTANBUL Istanbul, TURKEY
Media Placement HAVAS MEDIA TURKEY Istanbul, TURKEY
PR CORA COMMUNICATIONS İstanbul, TURKEY
Credits
Name Company Position
Ergin Binyıldız Havas Istanbul Chief Creative Officer
Volkan Dalkılıç Havas Istanbul Executive Creative Director
Anıl Süleyman Çınar Havas İstanbul Senior Copywriter
Serhan Koçak Havas İstanbul Senior Art Director
Sezgin Bulut Havas İstanbul Art Director
Dilara Tuncer Havas İstanbul Art Director
Ozan Yücekuş Havas İstanbul Copywriter
Berk Yılmaz Havas İstanbul Client Services Director
Hare Lilya Ganiç Havas İstanbul Account Supervisor
İrem Pusal Havas İstanbul Account Executive
Asya Biçer Havas İstanbul Account Executive
Doğuş Savu Havas İstanbul Social Media Manager
İrem Aycı Havas İstanbul Jr. Account Executive
Sıla Salgın Havas İstanbul Agency Producer
Gözde Bilir Havas İstanbul Agency Producer
Zihni Başsaray Havas İstanbul Digital Group Head

View Script

Write a short summary of what happens in the radio or audio work.

"Birds Will Be Back" is part of a vast integrated campaign on reviving Kuyucuk Lake which was known as bird paradise. The work is a 24 hour audio track of birds, to be aired through mosques of Kuyucuk village, as a harbinger of good days for the inhabitants. The audio track imitates a day of Kuyucuk in the past like 233 bird species never left. Everything you hear in the audio track is based on the sounds of those specific 233 birds and their daily routines. With this 24 hour long realistic audio track, village with 284 inhabitants experienced a full day, like the birds never left. And hope is raised through whole country with a TV spot based on this project.

Translation. Provide a full English translation of any audio.

No translation is needed. Whole audio track includes bird sounds. In the media upload section, the mp3 format audio is added as acompulsory document, but this document is only the 8 hours part of the 24 hours audio track. As the 24 hours audio is exceeded the maximum format size, it could not be added. In the link below, you can find the fully 24 hours audio track. https://we.tl/t-yLZfCi32ki

Please tell us how the brand purpose inspired the work

Turkey is becoming water poor. As hand washing and pre-rinsing the dishes causes drastic amount of water waste, we have chosen "water preservation" as our core purpose and encouraged people to use dishwashers with our detergent. To make the situation more visible and dramatic we established our communication strategy based on dried up lakes of Turkey. There was a great opportunity for us in this perspective. With a year without pre-rinsing or hand washing it was possible to save water equals to a mid-size lake. As an activist detergent brand, who communicates through dried up lakes for two years, we started a mobilization to save Kuyucuk Lake and supplied life water to the lake. We took our communication with our customers into another level. With “Birds Will Be Back” project, we shared the love of the locals on the lake and showed how important the lake for our future.