| Title | HIDE THE GUILT CAMPAIGN |
| Brand | KANUKTE FLOWER & EVENT |
| Product/Service | FLOWER |
| Category |
B02. TYPOGRAPHY |
|
Entrant Company
|
TBWA\ISTANBUL, TURKEY
|
|
Advertising Agency
|
TBWA\ISTANBUL, TURKEY
|
Credits
| Ilkay Gurpinar |
TBWA/ISTANBUL |
Chief Creative Officer |
| Emre Kaplan |
TBWA/ISTANBUL |
Executive Creative Director |
| Volkan Karakasoglu |
TBWA/ISTANBUL |
Executive Creative Director/Copywriter |
| Gamze Ichedef |
TBWA/ISTANBUL |
Art Director/Copywriter |
| Yigit Irde |
TBWA/ISTANBUL |
Copywriter |
| Dogu Dinmez |
|
Illustrator/Retoucher |
| Dilek Ucarli |
TBWA/ISTANBUL |
Account Director |
Brief Explanation
The majority of flowers sales in Turkey is made to male customers. However they prefer to buy them only on special occasions like St. Valentine's Day, birthdays and anniversaries. Our key objective is to convince them to buy flowers on other occasions beyond these special days.
The Brief
The brief was to increase the frequency of the urge to buy flowers and therefore to increase sales.
How the final design was conceived
Flower illustrations are prepared. Then fitting words are found and hidden into the flowers.
Indication of how successful the outcome was in the market
A newly opened flower shop, having a sense of aesthetics and attaching importance to packaging and design, has increased its sales by 15%.