2019 Winners & Shortlists

PEE PALETTE

Client/BrandAL AIN
Product/ServiceBOTTLED WATER
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of EntryCraft
CategoryExperience Design
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Production DEJA VU Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

The Pee Palette makes the best use of an unconventional medium and unexplored location to effectively bring our core idea to life. To speak to the residents in the UAE, we utilized public washrooms across malls, workspaces and even parks as medium.

Background.

The recommended intake of water for an individual is 3 to 4 litres a day. But according to experts, people in the UAE are far from that mark. From preference of coffee and juices over water to forgetfulness and constant exposure to air conditioning, the reasons are many. Lack of water causes dehydration that leads to many other ailments such as headaches, high blood pressure, dizziness, fatigue and more. As UAE’s number 1 bottled water brand, Al Ain wanted to create awareness about dehydration and encourage everyone to consciously stay hydrated.

Describe the creative idea.

The colour of a person’s urine is an indicator of their hydration level. So we created a one-of-a-kind palette, inspired by people’s pee. Each colour on the Pee Palette symbolised a level of hydration and served as a reminder for everyone to drink the appropriate amount of water they need to combat dehydration.

Describe the strategy.

Demographically, our idea speaks to all UAE residents since everyone here is susceptible to dehydration. While fitness apps can remind people to drink more water, they fall short when it comes to addressing the problem of dehydration by demonstrating it. So, we made the best use of an unconventional and unexpected medium where our message would not go unnoticed. Our choice of medium added to the efficacy to our message. Since The Pee Palette enabled men and women to directly check where they stand on the hydration chart, they were more likely to hydrate themselves immediately.

Describe the execution.

We created simple yet hard-to-miss stickers and then pasted them across washroom urinals in the UAE. Our stickers were strategically pasted in a way that makes it easier for the users to read the instructions written on them. Each colour in The Pee Palette represented a specific stage of dehydration and enabled people to measure their level of hydration.

List the results.

As the UAE’s number 1 bottled water brand, it is our endeavor to create awareness about dehydration and encourage everyone to pursue a healthier lifestyle. The Pee Palette initiative is a significant step that direction. With this campaign, we not only encouraged everyone to consciously stay hydrated but gave them a handy tool to see where they stand on the hydration measure. We saw an increased response in trials of Al Ain water from the Al Ain fridges placed outside restrooms. The campaign is still live and while the sales continue to increase, we wish to empower everyone in the UAE to stay hydrated.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Camilo Molina Leo Burnett Dubai Creative Director
Aditi Shah Leo Burnett Dubai Art Director
Arundhati Mishra Leo Burnett Dubai Copywriter
Shereen Mustafa Leo Burnett Dubai Head of TV Production
Ralph Matar, Judy Lamaa Leo Burnett Dubai Agency Producer
Nader Akram Leo Burnett Dubai Communications Director
Paras Ali Leo Burnett Dubai Communication Manager
Hoor ElShafei Leo Burnett Dubai Communication Executive
Dejavu Dejavu Production House
Manasvi Gosalia Dejavu Production House
Pratixa Kanojia Dejavu Production House Producer
Ayas Kandacheerakath Dejavu Director
Sunil DCosta Leo Burnett Dubai Print Production Manager
Ramzi Sleiman Leo Burnett Dubai Regional Communication Director