MONDAY THE 13TH

Creative idea

Super Bowl night is all about gathering with friends, while watching the big game. After such event no one wants to be in the kitchen, cleaning up the dishes. But also dried dishes are the nightmare of the next day. This insight was relevant but not exciting enough. But there was another opportunity waited to be discovered: In 2023 there were exactly 24 hours between the morning of Super Bowl night and Valentine's Day. And this 24 hour was the only cleaning time to celebrate Valentine's Day with a clean kitchen. We use this unique insight and created unique campaign.

Brand name: Reckitt US / Finish
Advertiser / client: Reckitt US/ Finish
Product / service: Dishwasher Detergent
Campaign name: MONDAY THE 13TH
Agency network: INDEPENDENT AGENCY
Agency: Happy People Project - Istanbul
Creative director: Yaşar Akbaş
Art director: Merve Oğuz, Süheyla Aydın, Gülseren Çimentay
Copywriter: Alperen Yalçıngil
Account director (agency): Gözde Nur Akbaş
Client account director: İrem Kara, Kerem Yalçın
Managing director: Yaşar Akbaş, Orçun Onural, Pelin Börk
Strategic planner / strategist: Özgün Özkalay, Nilüfer Özlem Akbaş, Ezgim Avkaroğulları
Additional company: Creative Group Heads: Şadi Akbudak & Mesut Yüksel Acc Exe: Zeynep Çavuşoğlu Marketing Director: Tarık Bayar Sr BM: Nadezha Stepanova, George Drossinos BM: Claudia Aldabo Hernandez