Europe’s leading home appliances brand Beko produces energy-efficient white goods with smart solutions every day. As the efficiency is one of the cruicial benefits that brand offers to consumers, they wanted to advertise it.

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, in order to tell people about efficiency, we tried a different way and searched for the “inefficients”. History of gaming, movies, music and culture was full of inefficient practices. In a funny way... So we chose them as subjects and created a print ad series for the the magazines in related genres.

Telling people about efficiency through global cultural references gave us the chance to make the concept more familiar, positive and relatable for the people.