Turkey is on the verge of being water poor. If we do not start saving today, we will have to live with 25 liters of water daily. 25 liters is the minimum limit stipulated by the World Health Organization in order to provide basic needs.

Turkish people love dramas, but do not like documentaries that much. What if we combine these two and make Turkey’s first docu-drama in which a celebrity activist is looking for solutions and in an interlaced story a woman is trying to live with 25 liters of water in future of Istanbul.

Finish has been loosing ground to its number one rival, two years in a row. And not just only in the sales, but also in the mind and heart of the consumers.

Instead of integrating the product, we integrated a smile into the most watched Turkish TV series “Kadın”.

Turkey is on the verge of being water poor in 11 years. However, we waste million tons of water in our unnecessary habits like pre-rinsing. Every time we pre-rinse, 57 liters of water is wasted.

To make people aware of this fact and change their behavior, we created an integrated campaign which includes Turkey’s first docu-drama 25 Liters, a TV commercial, a web site in which one can easily calculate his/her water footprint and a challenge on the basis of shrinking water bill by saving.

RETAIL – GOLD EFFIE

RETAIL – SILVER EFFIE