| Title | TEARGAS SCENTED CANDLES |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | DISPROPORTIONATE USE OF TEARGAS |
| Category |
A05. Use of Ambient Media: Small Scale |
|
Entrant Company
|
4129GREY Istanbul, TURKEY
|
|
Advertising Agency
|
4129GREY Istanbul, TURKEY
|
Credits
| Görkem Yeğin |
4129Grey |
Creative Director |
| Bora Başkan |
|
Art Director |
| Çağlar Kurtaran |
|
Copywriter |
| Tolga Tuncel |
4129Grey |
Copywriter |
| Burcu Gunister |
|
Art Director |
| Selim İpek |
4129Grey |
Producer |
| Esra Ulusoy |
|
Brand Director |
Brief Explanation
The fact that the police violated human rights by use of disproportionate force and excessive use of tear gas in many social protests, primarily during the Gezi Park Events. The fact that the suffering caused by said violations have lost popularity on the agenda due to the weak public memory and that there is not enough social awareness on the violation of human rights.
Results and Effectiveness
The project gained more and more popularity with each day. The people who lit the candles shared the memories it brought back on social media with the hashtag #BiberGaziKokunca (#WhenItSmellsTearGas). Thanks to the project which made it to the headlines of major national newspapers and news websites, we have reached millions of people with zero media budget. Awareness was built on violation of human rights.
Creative Execution
Setting out from the fact that the sense of smell is the strongest memory trigger, we have made scented candles. “Tear gas scented” candles. Along with the hashtag #BiberGaziKokunca (#WhenItSmellsTearGas), we sent these candles to hundreds of people from different sections of society, primarily activists and journalists, who had been exposed to tear gas before.
Insights, Strategy and the Idea
After months of R&D work we sent the candles to many different sections of society, primarily to activists and journalists on the anniversary of the Gezi Park Events with the hashtag #BiberGaziKokunca (#WhenItSmellsTearGas). Those who were exposed to tear gas before, went back to those days upon reading the commemorative text and lighting the candle.
They shared the memories brought back by the scent on social media with the hashtag #BiberGaziKokunca (#WhenItSmellsTearGas.)