| Title | THE LEGENDARY JOURNEY |
| Brand | AKBANK |
| Product/Service | AKBANK DIREKT CARD |
| Category |
A03. STORYTELLING |
|
Entrant Company
|
41?29! Istanbul, TURKEY
|
|
Advertising Agency
|
41?29! Istanbul, TURKEY
|
|
Media Agency
|
MEDIACOM Instanbul, TURKEY
|
|
Production Company
|
2012 PRODUCTION Istanbul, TURKEY
|
Credits
| Gokay Dede |
Akbank |
Akbank Direkt Sales And Marketing Director |
| Alemsah Ozturk |
41? 29! |
Head Of Agency |
| Seren Koroglu |
41? 29! |
Creative Director |
| Ilyas Eralp/Elif Kavalci |
41? 29! |
Creative Group Heads |
| Alperen Altinoz/Ahmet Terzioglu |
41? 29! |
Creative Group |
| Ufuk Cetincan/Emir Anarat/Ercan Nailoglu/Nilay Oguz/Esra Bayramoglu |
41? 29! |
Art Directors |
| Alen Dursun/Gunay Sert/Enis Kilic |
41? 29! |
Development Team |
| Asli Nur Erguzel |
41? 29! |
Project Manager |
| Ela Meric |
41? 29! |
Agency Producer |
| Serhat Arapoglu |
41? 29! |
Brand Manager |
| Hidayet Bayraktar |
41? 29! |
Technical Director |
| Onur Cengiz |
41? 29! |
Digital Communications Strategist |
| Duygu Holat/Erhan Cirak |
41? 29! |
Digital Communications Managers |
| 2012 Produksiyon |
2012 Produksiyon |
Video Production |
| Ozer Feyzioglu |
|
Director |
| Rahman Altin |
|
Film Music |
| Zeynep Bozok |
41? 29! |
Music And Sound Design |
| Furkan Birgun |
|
Illustrator |
| Telesine |
Telesine |
Post Production |
| Dogus Aslan |
|
Case Study Video Production |
Creative Execution
We invited the football fans to join the campaign with a recreation of the Turkey – Syria match which secured our golden ticket to “Brazil 1950”…and restored national pride in a time of hardship.
We produced a series of short documentaries to introduce the 2 surviving players. To bring the story to a new generation we built an online museum website.
Surviving members of the legendary 1950 team appeared on Turkey’s most popular TV talkshow. At the time of broadcast, they were listed in worldwide trending topics on Twitter.
While our video had a viewcount of 2.224.117 on Youtube, it was watched almost 6 million times in total, in only 6 weeks. On the website for our campaign,www.efsaneyolculuk.com, our unique visitor count was 272.811. During the campaign our Facebook contents were seen by 34.296.184 users, and people who clicked or viewed the content was 289.370.123 users in total. Akbank Direkt Card applications covered 18% of all credit card sales.
Turkish people are famous for their love of football. But Turkey didn’t qualify for the World Cup in Brazil. This was a major turn down for Turkish people. Akbank, Turkey’s biggest bank, wanted to give Turkish people some much needed joy in a time like this. Could we turn this failure of our national football into success?
We decided to turn Turkey’s absence in Brazil into a matter of national pride. The last time the World Cup was held in Brazil 64 years ago. Turkey couldn’t go either, not because they didn’t qualify... but because the whole country ran out of money. We reached out to the last 2 surviving members of that legendary team of 1950 to finally take them to the World Cup in Brazil, along with the lucky winners of the campaign.