Cannes Lions

ACH2O

MARURI GREY, Guayaquil / PANASONIC / 2015

Awards:

1 Gold Cannes Lions
3 Bronze Cannes Lions
2 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Panasonic wanted to find new innovative ways for their products to contribute to the well-being of human kind.

In Ecuador, as many other countries in the world tap water is not potable. It contains high levels of bacteria that can cause serious health problems.

Because of the high temperatures a large portion of the population owns an AC.

We discovered Air conditioners condense approximately 7 litres of water every day.

Potentially potable water that is wasted.

We developed ACH2O, A filtering system that purifies the AC’s wastewater and makes it fit for human consumption.

To promote its safety, we shared the water with celebrities who drank it during their live TV shows.

We installed the filters in public spaces around the country, resulting in a total of 5000 installed filters in 6 months.

We generated 6.3 Million litres of pure water and helped 450,000 people to keep safe from polluted water related diseases.

Execution

We developed ACH2O, A filtering system that purifies the AC’s wastewater and makes it fit for human consumption. The filter is composed by active carbon that eliminates bacteria and odors; silica sand which retains solids and carbonates that stabilize PH and eliminate other microorganisms.

Panasonic created ACH20 bottled water and shared it with celebrities who drank it during their live TV shows.?

We installed the filters in public spaces around the country (Hospitals, universities, gyms, etc), resulting in a total of 5000 installed filters in 6 months.

This way we managed to raise awareness about our new product and made accessible for people around a number of public spaces.

Outcome

5.8 million people were reached.

We placed 5,000 filters in 6 months and managed to generate 6.3 million litres of pure water.

Our sales rose by 20%.

The PR campaign raised our brand's likability by 22%.

The Ministry of Water of awarded Panasonic ACH20 as one of the most innovative and effective projects to save water.

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