Title | THIS GIRL'S TALE - KARSU |
Brand | UNILEVER TURKEY / SUNSILK |
Product/Service | PERSONAL CARE / SHAMPOO |
Category |
A04. Series: Fiction & Non-fiction |
Entrant
|
MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
|
Idea Creation
|
MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
|
Media Placement
|
MINDSHARE TURKEY Istanbul, TURKEY
|
Production
|
PTOT Istanbul, TURKEY
|
Credits
Sami Basut |
Manajans J. Walter Thompson Turkey |
Creative Director |
Tunchan Kalkan |
Manajans J. Walter Thompson Turkey |
Creative Group Head |
Umit Tasli |
Manajans J. Walter Thompson Turkey |
Creative Group Head |
Dogu Gocuk |
Manajans J. Walter Thompson Turkey |
Creative Group Head |
Yigit Durdag |
Manajans J. Walter Thompson Turkey |
Copywriter |
Aysu Erenulug |
Manajans J. Walter Thompson Turkey |
Copywriter |
Ecem Yurdagul |
Manajans J. Walter Thompson Turkey |
Art Director |
Aytac Sahin |
Manajans J. Walter Thompson Turkey |
Art Director |
Buse Say |
Manajans J. Walter Thompson Turkey |
Art Director |
Oktay Metin |
Manajans J. Walter Thompson |
Art Director |
Oyku Ozver |
Manajans J. Walter Thompson Turkey |
Art Director |
Leslie Krespin |
Manajans J. Walter Thompson Turkey |
Client Services Director |
Ece Ozyurt |
Manajans J. Walter Thompson Turkey |
Account Director |
Setenay Ergin |
Manajans J. Walter Thompson Turkey |
Account Supervisor |
Sevim Ozgur |
Manajans J. Walter Thompson Turkey |
Account Executive |
Berkant Avci |
Manajans J. Walter Thompson Turkey |
Strategy Director |
Ahmet Bayik |
Manajans J. Walter Thompson Turkey |
Agency Production Director |
Zeynep Turkmen |
Manajans J. Walter Thompson Turkey |
Producer |
Cagri Erdogan |
Manajans J. Walter Thompson Turkey |
Producer |
Why is this work relevant for Entertainment?
For this campaign, it has been created a short documentary series that has 9 episode and aired in Turkey’s popular VOD platform BluTV. In each episode, different stories of successful and independent women figures have been shown.
Background
• Situation In the media, we don’t see enough real, intelligent, talented and powerful role models for girls. Almost all the women’s character in the media represents the stereotypes of society like loyal moms, housewives that dedicated her life to her family or homewrecker mistresses etc. The women that young girls see on TV couldn’t individually and publicly self-actualized herself or have any voice or idea in public opinions. (Source: ilefarsiv.com, Sevilay Çelenk, “Kadinlarin Medyada Temsili ve Etik Sorunlar”) • Brief To empower young girls to achieve their own self-actualization by showing powerful, successful and independent “real” women figures • Objectives To create “Sunsilk empowers women to achieve themselves” brand perception
Describe the creative idea
Traditional media channels have the “traditional” women approach and this wasn’t a good way to show young girls what they are capable of. So we decided to give them power and yet very real role models and make them realize that they can achieve anything they want, no matter what the society and media says.
Describe the strategy
Since the very beginning, we knew that this campaign can’t be done with traditional advertising way and aired on traditional media channels. So we decided to make a short documentary series in a VOD platform that called BluTV because the latest researches have shown us that 76% of young generation (between the age of 17-24) are using online video and TV platforms. (Source: IAB Turkey -Internet Research, 2017)
Describe the execution
We started on airing on the international women’s day. In every week, one episode was on aired. At each episode, we documented different and powerful women figures. For catching young girl's attention we preferred to use Turkish Superstar's songs. 9 weeks, 9 different stories and 9 different songs.
Describe the outcome
Our campaign had reached above 7 Million people and earned above 1 Million TL advertising equivalent.