THIS GIRL'S TALE - KARSU

TitleTHIS GIRL'S TALE - KARSU
BrandUNILEVER TURKEY / SUNSILK
Product/ServicePERSONAL CARE / SHAMPOO
Category E02. TV & VOD: 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
Name Company Position
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

Write a short summary of what happens in the film

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 say. 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. And In this episode, we tell the story of Karsu who’s a daughter of an immigrant family, her love for music and her kindness she’s being the voice of everyone

Cultural/Context information for the jury

In Turkey, 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”) To empower young girls to achieve their own self-actualization by showing powerful, successful and independent “real” women figures. To create “Sunsilk empowers women to achieve themselves” brand perception.