A group of kids trying to drink water from a dried-up fountain. Hissing sound in the background slowly increases. Another kid sitting on the edge of a boat. He jumps off and we realize the boat is on the surface of a dried up lake. Another kid running in the forest. When she arrives at a clearing, her smile turns into a frown. She is looking at a space where once was a river. The hissing sound has reached a disturbing point. We suddenly cut to a kitchen where a woman and her husband are pre-rinsing their dishes. The hissing we hear from the beginning is coming from the tap that the woman has left on. Titles: EVERY YEAR, WE WASTE 100 MILLION TONNES ON PRE RINSING. YET TURKEY IS ONLY 11 YEARS AWAY FROM A WATER CRISIS. WE HAVE TO STOP WASTING NOW. Finish logo appears.

1. If we continue to consume water at this pace, Turkey will become water poor in 10 years. Yet the public is completely oblivious to this reality. Turkey, surrounded by seas on three sides and experiencing all four seasons, it’s unimaginable to grasp a future without water.

2. Every little help can equal to a sizeable contribution. We can start saving water with dishes. According to a Finish sponsored study by Ipsos & Intertek involving 1160 consumers, our target audience wastes 57 liters of water on average with pre-rinsing in each wash.

3. After an extensive insight generation process involving 236 consumers, the relevant hook turned out to be “the future of children”. Our consumers care the most about their children’s future way further than they care for their own. They feel guilt when they come to realize they are actually wasting their children’s future right to water.