Energy efficiency is one of the most important values for our client Beko, Europe’s leading home appliances brand. Beko believes efficiency is not a luxury but a necessity in the modern life. Both on the production process and the product benefit level... So, it’s more of a statement than just a promise. Our brief was to tell people about this approach through certain media channels.

The situation is the fact that there is still loads of people missing the reality that we have to be efficient with Earth’s natural resources in order to prevent scarcity. Despite all the industrial applications wasting a great deal of natural resources like water or trees... That’s mainly because people have a hard time seeing the positive reaction they can create by being energy-efficient at home.

So, the main objectives was telling people about Beko’s approach in a clear, honest and encouraging way.

We ended up with almost 200 unique ads in our hands that belonged to other companies. So, we looked at each one of those ads, one by one, and crafted our message of “Don’t Waste” amidst those ads.

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.