Beko - "Don't Waste"

McCann Istanbul

McCann Istanbul Istanbul, Turkey

7089

Turkish domestic appliance maker Arçelik wanted to promote its Beko energy-efficient range. Maybe with a nice print ad in one of the country’s leading newspapers? Almost, but not quite. The brand’s agency, McCann, proposed a solution that would not use a single drop of ink. It worked by changing the layout of the paper’s small ads, shifting the columns around in order to spell out the message using blank space. An energy-efficient ad, in other words.
Title	Don't Waste
Agency	McCann Istanbul
Campaign	The Inefficients
Advertiser	Arcelik
Brand	Beko
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Date of First Broadcast/Publication	Subscribers Only
Product	Subscribers Only
Business Sector	Subscribers Only
Philosophy	Subscribers Only
Media Type	Newspaper
Length	54 seconds
Executive Creative Director	U..r C...r Subscribers Only
Creative Director	C..k Oz....li Subscribers Only
Art Director	E...n ..r Subscribers Only
Art Director	a...rs g...u Subscribers Only
Art Director	K...an Y...z Subscribers Only
Art Director	Y...t Z...l Subscribers Only