Hayrat

Creative idea

Water is perceived as an abundance resource. However, our resources are drying up one by one. The most salient evidence of upcoming drought is “hayrats”. Since the Ottoman times it’s a tradition for wealthy people and even for sultans to build fountains called “hayrat”. These fountains have been the symbol of abundance. But today, they became an ornamental monument. Our idea was to give these hayrats a voice and make people aware of the fact that upcoming drought is sooner than we think. We turned these hayrats into a medium. Because nobody can better describe the upcoming drought better than these dried hayrats.

Brand name: Reckitt-Finish
Advertiser / client: Reckitt-Finish
Product / service: Finish-Dishwasher Detergent
Campaign name: Hayrat
Agency network: Havas
Agency: Havas Turkey, İstanbul
Additional company: Contentine, Brandit, 3K1A, Mental, İmaj, Lunapark, ABT İstanbul, 3dots
Production company: Mental
Executive creative director: Volkan Dalkılıç
Art director: Hasan Yıldırım, Ekrem Ertürk Düzel, Melike Erdemir
Client account director: Berk Yılmaz
Media director: Didem Demiralp, Nevin Nebioğlu
Film production: Mental
Director: Ege Göksu, Kuntay Alpman, Şeyhmus Altun
Music: 3K1A
Agency producer: Sıla Salgın, Gözde Bilir
Post production: İmaj - Lunapark Film - Abt İstanbul
Digital creative: Zihni Başsaray, Ulaş Olkun
Additional company: CCO: Ergin Binyıldız Creative Group Head: Ömer Ceran Account Supervisor: Hare Lilya Ganiç Account Executive: Asya Biçer, İrem Aycı Media Manager: Tekin Timoçin Media Supervisor: Tuğyan Şendil, Ülkü Şimşek Doğan Media Planning and Buying Team: Onur Güner, Adnan Bulut Digital Media Director: Zeynep Satış Digital Media Manager: Ege Esen Senior Performance Marketing Executive: Beyza Alçiçek Digital Media Performance Specialist: Aybüke Başünal