Bottled Water - "Pee Palette"

Leo Burnett Middle East & North Africa

Leo Burnett Middle East & North Africa Dubai, Vereinigte Arabische Emirate

Awards

4788

Marke: Bottled Water
Länder: Vereinigte Arabische Emirate

Werbende: Al Ain

Titel	Pee Palette
Agentur	Leo Burnett Middle East & North Africa
Kampagne	Pee Palette
Werbende	Al Ain
Marke	Bottled Water
Datum der ersten Ausstrahlung/Veröffentlichung	2018
Geschäftsbereich	Mineral- & Sprudelwasser
Philosophie	The Pee Palette makes the best use of an unconventional medium 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. 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. 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. 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. 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.
Ergebnis	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.
Medientyp	Branded Content
Länge	85 seconds
Chief Creative Officer	Bechara Mouzannar
Regional Executive Creative Director	Andre Nassar
Creative Director	Camilo Molina
Art Director	Aditi Shah
Texter	Arundhati Mishra
Head of TV Production	Shereen Mustafa
Agency Producer	Ralph Matar
Agency Producer	Judy Lamaa
Communications Director	Nader Akram
Communication Manager	Paras Ali
Communication Executive	Hoor ElShafei
Production House	Dejavu Dubai
Production House	Manasvi Gosalia
Production House Producer	Pratixa Kanojia
Director	Ayas Kandacheerakath
Herstellungsmanager	Sunil DCosta
Regional Communication Director	Ramzi Sleiman