Historically Finish focused on product driven performance communication. However keeping our leadership in the hearts of our consumers and consequently in terms of market share required a communication that had the power to create an emotional bond through building a new purpose for the brand. We tied the brand’s core value “shine” to the purpose of the brand and came up with the concept of a “brighter future”.

We wanted to talk about a brighter future, and we unearthed an alarming fact about dish washing, the amount of water we waste each time (57 liter) on pre-rinse in one year is equal to a mid-sized lake.

Glasses have been the symbol of shine for decades for Finish. Now they could also help us to tell a different story for a brighter future.

If we continue to consume this much water, the resources are in danger of depletion in 10 years. Turkey is a country surrounded by seas on three sides and experiencing all four seasons. When this is the case, it’s unimageable for a target audience that the water resources are running out.

‘Glasses of Drought’: 5 glasses. The percentage of the water each glass could hold was the percentage of the water left in one of the most devastating local lake.

Turkey is a country surrounded by seas on three sides and experiencing all four seasons. When this is the case, it’s unimaginable for the target audience to grasp the idea of Turkey becoming water poor in 11 years time (according to UN). First, we needed to reach people with influence and make them aware of the shocking news with an impactful approach.

The amount of water wasted on pre-rinse (passing dishes through water prior to placement into the dishwasher) in one year is equal to a mid-sized lake (over 130 million tons). So, we decided to start with the most alarming evidence. Drying lakes.

We detected the lakes with the most devastating water loss. Researched the topography and turned them into custom made glasses. 5 lakes, 5 glasses.

22nd of March is the World Water Day. But for Turkey it’s also the day of our biggest economic forum, the Davos of the Middle East. The event where the top politicians, economists, businessman and most importantly the press is present with full attention. And we hacked the event. The glasses were placed on speakers’ desks all across while being spread out through the event venue. It was a perfect chance to reach almost everyone with influence. Our glasses helped us to engage our message with CEOs, politicians, academics, media moguls even foreign investors.

0,5 million USD PR value was earned with a set of 5 glasses.

16,9 Million media impression and 6,2 Million earned media value.