Reckitt’s Finish Automatic Dishwasher Cleaner in Turkey encouraged a country on the brink of becoming “water poor” to understand the value of conservation and sustainability by rethinking forgotten elements of its culture. One of the brand’s efforts also highlighted how traditional definitions of media are changing. Using Hayrats, or water wells that are part of Turkey’s rich history and architecture, Finish was able to weave a meaningful story of the country’s water past, present and future through i-beacon technology to generate overwhelming national attention.