2018 Winners & Shortlists

Brief Explanation

Europe’s leading home appliances brand Beko produced one of the most energy-efficient dishwashers to date. As the efficiency is a crucial benefit for Beko, they wanted to advertise it. There was a challenge though. According to Beko’s consumer behavior research; when people are looking to buy a new white good, they check these three things first: design, practicality and extra functions. That’s mainly because “efficiency” isn’t seen as a concrete benefit. People have a hard time getting the benefits of being efficient. So, when we had the brief, we looked for a way to materialize the efficiency in a fresh, real and convincing way. How could we show people the actual amount of water Beko dishwasher uses? We created an outdoor ad...made of water. No ink, no printing, no paper, only epoxy (a material that looks like water when it dries up) as much as the water Beko dishwasher uses.