The Goodness Department

Creative idea

The Goodness Department: An idea that can trigger a thousand. Biggest idea was a team of independent activists, scientists, NGO’s, marketers, and Arçelik's R&D engineers joining up to use the brand's power for the environment. This isn’t an NGO collaboration, but a 67-year-old giant opening its confidential data, putting resourceful participants together, organizing a weekly schedule and redesigning its operations due to the brand’s purpose. That’s how “Designs goodness with love” truly became a way of working.

Brand name: Arçelik
Advertiser / client: Betül Beşel
Product / service: Department
Campaign name: The Goodness Department
Agency network: HAVAS
Agency: Havas Turkey
Web address: https://www.arcelik.com.tr/neyapabiliriz
Executive creative director: Volkan Dalkılıç
Creative director: Ergin Binyıldız
Art director: Irmak Hatipoğlu, Güney Taşçıoğlu, Burak Gürses
Copywriter: Eray Hökelek (Creative Group Head), Ezgi Etçi, Rana Duran, Eren Altuniş,
Account director (agency): Birol Ecevit, Yiğit Uysal
Client account director: Özdem İkizer Yüken, Betül Beşel
Senior planner: Canan Pehlivanoğlu
Agency producer: Sıla Salgın, İrem Akalın, İdil Yalçınöz