Need for efficiency is a serious global reality that we all need pay attention to. Talking about it requires honesty. We knew people would not care about what we say, unless we really mean it with an honest execution. We used that insight and looked for a way to create a project that would reach hundred of thousands of people without wasting anything.

So, we came up with a print ad idea. We didn’t print it though. There was nothing to print or waste. Instead, we wrote our headline by redesigning the structure of the classified advertisement page of Turkey’s most popular newspaper for one day, the Earth Day.

We chose the Earth Day, because it was THE best day of the year to remind people vulnerability. We wanted to contribute the event to demonstrate support for environmental protection and raise awareness of the required attitude towards our environment.

Don’t Waste was a one time, carefully and graphically designed print ad for the Earth Day. When we asked Posta for the opportunity to restructure their classified ads page, we ended up with almost 200 unique ads in our hands that belong other people. So we placed them one by one in way that will make our headline appear.

There was another challenge with the implementation: The timing. As the ads on the classified advertisements page are almost daily, we got them the night before the paper goes into printing process. So, we only had few hours and one chance to make it right.

When we are done with the execution, we send the page design back to the newspaper. Next morning it was all over Turkey for a large target group coming from very different demographic backgrounds with almost 300.000 daily circulation.

When we are done with the execution, we send the page design back to the newspaper. Next morning it was all over Turkey for a large target group coming from very different demographic backgrounds with almost 300.000 daily circulation.