Title | COLOURS FIXED NOT MIXED |
Brand | RECKITT - VANISH |
Product/Service | DETERGENT BOOSTER |
Category |
B01. Innovative and Adapted Use of Print & Publishing |
Entrant
|
HAVAS TURKEY Istanbul, TURKEY
|
Idea Creation
|
HAVAS TURKEY Istanbul, TURKEY
|
Media Placement
|
HAVAS TURKEY Istanbul, TURKEY
|
Production
|
HAVAS TURKEY Istanbul, TURKEY
|
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 |
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.
Please outline how the work was adapted, modified or was innovative
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.
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.