2018 Glass: The Award for Change

THIS GIRL'S TALE

Short List
ClientUNILEVER TURKEY / SUNSILK
Category A01. Glass
TitleTHIS GIRL'S TALE
Product/ServicePERSONAL CARE / SHAMPOO
Entrant MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
Idea Creation MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
Media Placement MINDSHARE TURKEY 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

Background

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

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

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. 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 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 say.

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 results/impact

Our campaign had reached above 7 Million people and earned above 1 Million TL advertising equivalent.