|Agence||Leo Burnett Middle East & North Africa|
|Date de première diffusion/publication|
|Secteur d'activité||Eaux minérales|
|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.
|Résultat||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.|
|Type de média||Brand Content|
|Responsable de la création||Bechara Mouzannar|
|Regional Executive Creative Director||Andre Nassar|
|Creative Director||Camilo Molina|
|Directeur artistique||Aditi Shah|
|Concepteur / rédacteur||Arundhati Mishra|
|Head of TV Production||Shereen Mustafa|
|Agency Producer||Ralph Matar|
|Agency Producer||Judy Lamaa|
|Directeur de la communication||Nader Akram|
|Communication Manager||Paras Ali|
|Communication Executive||Hoor ElShafei|
|Production House||Manasvi Gosalias|
|Production House Producer||Pratixa Kanojia|
|Chef de fabrication||Sunil DCosta|
|Regional Communication Director||Ramzi Sleiman|
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