2021 Print & Publishing

COLOURS FIXED NOT MIXED

TitleCOLOURS FIXED NOT MIXED
BrandRECKITT - VANISH
Product/ServiceDETERGENT BOOSTER
Category A01. Consumer Goods
Entrant HAVAS TURKEY Istanbul, TURKEY
Idea Creation HAVAS TURKEY Istanbul, TURKEY
Media Placement HAVAS TURKEY Istanbul, TURKEY
Production HAVAS TURKEY Istanbul, TURKEY
Credits
Name Company Position
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

Cultural / Context information for the jury

Newspapers are still misprinted in Turkey in 2021. The colors of the newspaper are mixed with each other in the printer’s error called “registration misalignment”, which is caused by the deterioration of the roller settings, the change of the ink or paper and more. When you take your newspaper on a sunday morning, you see that the colors on the page are mixed. But there is a technology in the washing machine that prevents colors from mixing with each other: Color fixation technology of Vanish Multipower. This printer’s error in the newspaper became our inspiration.

Translation. Provide a full English translation of any text.

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. Here is the our message: “Does not mix colours. 1 cap of Vanish Multipower in every wash prevents colours from mixing with each other. Extends the life of clothes.” For details, please read the caseboard.