2017 Winners & Shortlists

The Campaign

So we created the Mirror for Good: a bathroom mirror that makes your reflection disappear when water wastage is being detected through a running tap.

Creative Execution

Inside a busy mall bathroom, we orchestrated an activation stunt that interrupted those grooming routines that typically involve a running tap. How? By making their reflections disappear mid-way through, and replacing it with water wastage facts. After being faced with the problem right in front of them, we then provided a solution: “Please close the tap”. Not only did this make their reflection reappear, but it also demonstrated that the power to make a difference, lies in their hands.

Results

The activation created a much needed reality check, so did the online video, shared enthusiastically across many platforms. But most importantly, with every tap closed, we opened a conversation about water wastage in Qatar

The execution provided a call to action to the consumer that had to be answered right there and then in order for the message to succeed. Their participation and interaction played a vital role from beginning to end.

Whether it's because of bad expat behavior, or that water is free for native Qataris, fact of the matter is, Qatar has one of the highest rates of water consumption in the world, with 6 litres per minute going down the drain while shaving, washing hands or brushing teeth. In order to expose the bad behaviors that come with while grooming, we had to bring the problem right in front of people's faces through an activation stunt that involves the audience in the both the problem and solution phase of the concept. The call to action demonstrated to the audience that the power to make a difference, lies in their hands.