| Title | COLOURS FIXED NOT MIXED |
| Brand | RECKITT - VANISH |
| Product/Service | DETERGENT BOOSTER |
| Category |
B03. Use of Print / Outdoor |
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Entrant
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HAVAS TURKEY Istanbul, TURKEY
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Idea Creation
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HAVAS TURKEY Istanbul, TURKEY
|
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Media Placement
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HAVAS TURKEY Istanbul, TURKEY
|
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Production
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HAVAS TURKEY Istanbul, TURKEY
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Credits
| Ergin Binyıldız |
Havas Turkey |
Chief Creative Officer |
| Volkan Dalkılıç |
Havas Turkey |
Executive Creative Director |
| Mert Özkaner |
Havas Turkey |
Creative Group Head |
| Alican Kılıç |
Havas Turkey |
Creative Group Head |
| Cansu Bayrambey |
Havas Turkey |
Art Director |
| Selim Burunkaya |
Havas Turkey |
Art Director |
| Ülkü Can |
Havas Turkey |
Copywriter |
| Hasan Yıldırım |
Havas Turkey |
Graphic Designer |
| Canberk Arslanoğlu |
Havas Turkey |
Graphic Designer |
| Berk Yılmaz |
Havas Turkey |
Client Services Director |
| Gözde Cumur Malahtari |
Havas Turkey |
Group Account Director |
| Ayça Demirbaş |
Havas Turkey |
Account Director |
| Sıla Salgın |
Havas Turkey |
Agency Producer |
| Uğur Egemen İres |
Havas Turkey |
Agency Producer |
| İdil Yalçınöz |
Havas Turkey |
Agency Producer |
Why is this work relevant for Media?
This is not a standard print ad. This is an indication that newspaper media can still be used creatively today.
Background
The new Vanish comes with a new formula called colour fixation technology. It prevents colour bleeding, allowing you to wash clothes with different colours in one go. Without being mixed. Vanish needed a press release to describe this feature.
Describe the creative idea / insights (30% of vote)
Newspaper printing involves 4 layers of different colours, cyan, black, yellow and magenta. When not properly aligned during print, they will look like an odd mixture of colours. A problem we get to see in daily papers often still. We made two pages of a popular national newspaper look like it's misaligned with colours all mixed up. Except for the bottom right corner where the colours are fixed and not mixed, where we ran our ad saying Vanish won't mix colours.
Describe the strategy (20% of vote)
Vanish is used as a detergent booster in Turkey. It is used by the B+ audience with a high habit of reading newspapers and magazines. We set this audience as our target audience. A respected newspaper most preferred by our target audience should have been the medium for our print ad. We chose Cumhuriyet newspaper, one of Turkey's most respected newspapers.
Describe the execution (20% of vote)
Our print ad is actually 2 full pages of newspaper. We wrote two full-page articles of sustainable fashion news and adapted them to the exact layout of the newspaper in which the ad was published. And then we mixed the colors of the newspaper. We published our ad in Cumhuriyet, one of the most important newspapers of Turkey, on September 15, 2021.
List the results (30% of vote)
Since the publication date of the announcement is so close. That’s way, the results research is continuing.