Europeans’ first home appliance brand choice Beko produces energy-efficient white goods with smart solutions every day. So, the efficiency is one of the crucial benefits that brand offers to consumers. Naturally, they want to advertise that.

However, the situation is that people still have a hard time getting the full benefits of being efficient at home. Is efficiency real? What does it mean?

So, when Beko produced one of the most efficient dishwashers to date and wanted to make sure that everybody knows about it, our first objective was to actually tell people about efficiency. Not in an abstract and ordinary way but in a fresh, real and convincing way.

Europe’s leading home appliances brand Beko produced one of the most energy-efficient dishwashers to date. As the efficiency is a crucial benefit for Beko, they wanted to advertise it.

There was a challenge though. According to Beko’s consumer behavior research; when people are looking to buy a new white good, they check these three things first: design, practicality and extra functions. That’s mainly because “efficiency” isn’t seen as a concrete benefit. People have a hard time getting the benefits of being efficient.

So, when we had the brief, we looked for a way to materialize the efficiency in a fresh, real and convincing way.

How could we show people the actual amount of water Beko dishwasher uses? We created an outdoor ad...made of water. No ink, no printing, no paper, only epoxy (a material that looks like water when it dries up) as much as the water Beko dishwasher uses.

The idea we found was to create an outdoor ad with the exact amount of water the new Beko dishwasher uses. How though? Water itself wouldn’t work. We needed a liquid material that freezes and looks like water after the implementation. After a bit of a search, we discovered epoxy. We needed to shape and spread it well. On what surface? Glass, plastic or paper didn’t work. Acetate did. So we obtained an acetate layer in the size of an outdoor ad.

After weeks, maybe months-long practice and rehearsal, we started the implementation of the Aquaboard. After 30 days of hard and attentive work, we let it dry. When it was done and ready to go, we moved our unique piece of work to the location that we chose to display it, one of the most crowded centers of Istanbul.