HIT THE HOOD

TitleHIT THE HOOD
BrandIKINCIYENI.COM
Product/ServiceSECOND HAND AUTOMOBILE BUYING AND SELLING PLATFORM
Category A05. Music / Sound Design
Entrant HAVAS ISTANBUL Istanbul, TURKEY
Idea Creation HAVAS ISTANBUL Istanbul, TURKEY
Production LEVENT Istanbul, TURKEY
Credits
Name Company Position
Ergin Binyıldız Havas Istanbul Chief Creative Officer
Yavuzhan Gel Havas Istanbul Creative Director
Umut Karacaoğlu Havas Istanbul Copywriter
Tuğçe Kısacık Havas Istanbul Copywriter
Ahmet Sefer Havas Istanbul Art Director
Betül Saykan Havas Istanbul Art Director
Dilara Tuncer Havas Istanbul Art Director
Can Yaylacıkoral Havas Istanbul Art Director
Yiğit Uysal Havas Istanbul Account Manager
Özge Asan Dereçayır Havas Istanbul Account Manager
İlayda Bahçıvan Havas Istanbul Account Manager
Mert Tokdemir Havas Istanbul Account Manager
Mustafa Bulek Havas Istanbul Digital Producer
İsmail Postalcıoğlu Havas İstanbul Social Media Director
Ece Özmet İşsever Havas İstanbul Social Media Supervisor
Selin Akbay Havas Istanbul Social Media Manager
Yıldız Kaya Havas İstanbul Social Media Manager
Üstüngel Arı Havas Istanbul Social Media Manager
Sıla Salgın Havas Istanbul Agency Producer
Koray Ağzıyağlı Filmpark Producer

Describe the creative idea

Campaign is designed to be aired mostly in Istanbul where it is known as a cat city. Awareness and responsiveness for these kinds of campaigns are the most effective in big cities such as Istanbul. That’s why we selected the one and only artist where you talk about percussion everybody calls his name in our city. The campaign is exclusively designed for one of the most common problems of Turkey. Especially Istanbul is known as a cat city. Over 130.000 stray cats live in Istanbul streets. When winter comes, these cats hide under the car hoods where it’s warm to protect from the cold. Unfortunately, when the car engines start, this mostly causes the death of these unsuspecting cats. Although people know that they need to hit the hood before starting the engine, they usually forget this.

Describe the execution

To increase the realism of our film, we wanted to record the performance while it was shooting. Since it was worked with a percussionist who is very famous in the world, our recording apparatus had to be of the same quality. As a result of days of rehearsals, we were able to get the same performance from the improvised artist every time. After these steps, for on-site recording, all four sides of the car, from the hood of the car to the wheel cavities, were fitted with audio equipment. Moreover, the location where the film set was very close to the airport. That’s why we had small intervals of fifteen minutes to shoot because of the taking off planes. Under the circumstances, we completed the recording without making our artist sick in an icy cold weather. Thanks to him, he shared his caravan with our little friends so our main and reserve cats wouldn't get cold.… To increase the impact of the film and make it work in more cases, we left the release date open and put our film on air on the coldest day of the month. We have made sure that our brand owned animal rights in a way that is exactly needed, not just for show.