4: AMBIENT AND EXPERIENTIAL (Experiential)
Inherit his Name, Inherit his Way - National Muslim Collective
|Title of Entry:||Inherit his Name, Inherit his Way|
|Brand:||National Muslim Collective|
|Client:||National Muslim Collective|
|Creative Director:||Zeeshan Saligh|
|Art Director:||Zeeshan Saligh|
|Chief Creative Officer:||Varuni Fernando|
|Date of Release:||2019-03-22|
For a Muslim praying 5 times a day and cleansing oneself before prayer, also known as ablution, is mandatory. Studies have shown that on average 7L of water is wasted per ablution. Our task was to create a behavioural change to reduce such wastage.
Over 90% of Sri Lankan muslims have the name Muhammad (peace be upon him) or a derivative of it. Having his name is regarded as an honour and a commitment to inherit his ways.
We identified prophet’s way of ablution and came across the mudd. A measurement tool, prophet used just 1Mudd = 650ml to conduct ablution. So we redesigned the mudd using environment friendly clay and included an authentic narration from prophet on conserving water.
On world water day which also happened to be a Friday, which has the largest gathering at mosques, the mudd was introduced and people were educated on using the mudd as prophet did.
Over 80% muslim’s in Colombo reached with the message of prophet’s way of ablution.
Over 90% of water is saved during every single ablution resulting in 30L of water saved per person per day!