Advertising Agency: Leo Burnett Istanbul, Turkey
Creative Directors: Oktar Akin / Emrah Akay
Creative Group Head: Ekin Arsiray
Art Director: Mert Ozkaner
Copywriters: Omer Siber, Ari Koen
Brand Director: Gonca Alper Agir
Account Executive: Aysegul Ilgaz
Issue: At public bathrooms, using more than needed paper towel from automatons (w/sensor) was the problem.
Aim: Creating awareness towards this lack of consciousness and protect trees (green areas) for future generations.
Idea: For that as Leoburnett İstanbul we’ve cooperate with WWF-Türkiye. Decide specific work areas’ public bathrooms. Placed chip and speakers in automatons. Via this mechanism whenever you pull a paper towel from automaton you’re going to hear a sound effect that reminds
“cutting a tree with a saw” moment.
We changed the regular sound of the hand towel dispensing system by installing a chip. The new sound we installed was the sound of a chainsaw;
the sound we hear when we see a tree cut. This sound was heard when the paper towel was coming out of the machine. With this way we prevented
the extensive use of hand towels and increased awareness of the destruction of the trees and of the things we can do. We saved trees.
Listen to the sound. Think twice when you are about to cut the second towel.