Fountain - Standart Pompa | Clapboard Ad Archive

Standart Pompa’s Fountain campaign, conceived with Hisseli Harikalar Fabrikasi and activated on Istanbul’s Bağdat Street for World Water Day in the consumer durables market category, exemplifies the creative potency of a well-executed social experiment tethered to a universal resource concern. In Year 2015, the agency engineered a custom water fountain that did more than recycle water—it functioned as a public touchpoint marrying behavioral insight and visual metaphor, asking Istanbulites to confront their own water-wasting habits in real time. The conceptual linchpin was a digital screen adjacent to the fountain, displaying the image of a dry tree whenever the water ran, shifting to a vibrant, green tree only when passersby physically intervened to stop the flow. This real-time transformation rendered the environmental impact of water use immediately tangible, an approach that sits squarely in Clapboard's FORMAT#3—Symbolize the Problem—taxonomy, which privileges symbolic devices to represent social or environmental stakes. Rather than relying on foreboding statistics or direct shaming, the campaign let the audience drive the narrative, rewarding proactive citizens with flowers, capes, and public affirmation as Water Friends. The social temperature, literally cold during the activation, only amplified the insight gleaned: 30% of those engaged hesitated but ultimately disrupted their comfort to take action, most asserting that water conservation was less an act of heroism and more a baseline civic obligation. Architecting the fountain to recirculate and filter water ensured ecological integrity and let the brand take the high ground on sustainability. Standart Pompa’s product was woven into the experience as both enabler and instigator, making the brand synonymous with responsible stewardship in an otherwise overlooked daily moment. The online extension gave the campaign afterlife and incremental reach, allowing its visual metaphor to ripple beyond the street and provoke wider reflection. This campaign earns 69/100 in Clapboard’s global creative archive. It matters as a template for how consumer durables can transcend transactional messaging and creatively activate public consciousness around sustainability when the format powerfully symbolizes the stakes.