Arçelik is Turkey’s #1 and the world’s #5 home appliances manufacturer. It is already aware of its environmental responsibilities, ranked #1 in the Dow Jones sustainability index.

Turkey has been struggling to cope with escalating environmental problems.

So when it asked Havas Instanbul for an advertising campaign, Havas gave it something else – a new department, The Goodness Department.

The Goodness Department is a team made up of independent climate activists, scientists, NGOs and marketers, fuelled by the ingenuity and innovative abilities of Arçelik’s own R&D engineers.

Unlike a conventional NGO, The Goodness Department is an integral and semi-independent part of Arçelik’s company structure. Its job is to realise at least two major improvements or innovations every year. The Department is given access to confidential data. It can review products, processes and the organisation itself to suggest improvements. It can invent or upgrade products. It can propose new marketing campaigns…all for the sole purpose of solving environmental problems.

In its first year, it inspired, assessed and realised several ideas. A campaign to motivate responsible consumption was launched. A product line made of bio-composite materials was introduced. The company became carbon neutral in production in 2021, announced its goals to decarbonise its entire value chain and become a new zero company by 2050. The first of its climate-friendly stores was opened. And an entire climate-friendly home was designed.