| Title | LOGO FILTH |
| Brand | GREENPEACE TURKEY |
| Product/Service | NON-PROFIT CAMPAIGN |
| Category |
C01. Use of Social / Digital Platforms |
|
Entrant
|
HAVAS TURKEY Istanbul, TURKEY
|
|
Idea Creation
|
HAVAS TURKEY Istanbul, TURKEY
|
|
Production
|
HAVAS TURKEY Istanbul, TURKEY
|
Credits
| Ergin Binyıldız |
Havas İstanbul |
Chief Creative Officer |
| Volkan Dalkılıç |
Havas İstanbul |
Executive Creative Director |
| Alican Kılıçoğlu |
Havas İstanbul |
Copywriter |
| Muhammet Keskin |
Havas İstanbul |
Jr. Art Director |
| Eren Altuniş |
Havas İstanbul |
Copywriter |
| Berk Yılmaz |
Havas İstanbul |
Director of Client Services |
| Birol Ecevit |
Havas İstanbul |
Account Director |
| Yiğit Uysal |
Havas İstanbul |
Account Supervisor |
| Nurcan Bolat |
Havas İstanbul |
Account Executive |
| Egemen Eksilmez |
Havas İstanbul |
Account Executive |
| Zihni Başsaray |
Havas İstanbul |
Head of Digital |
Why is this work relevant for Direct?
We agree with the municipalities suffering from plastic to ban single-use plastic in Turkey. We added plastics to their logos and invited people to Greenpeace's signature campaign.
Background
Turkey is the number one country in Europe on plastic pollution. Greenpeace wanted an influencer campaign to raise awareness of the issue.
Describe the creative idea (30% of vote)
Municipality accounts, which are followed in social media as much as Influencers, suffer from plastic. We added single-use plastic waste to their logo. And we called out to people from their accounts. This campaign was realistic and encouraging.
Describe the strategy (20% of vote)
Turkey is so active in the usage of social media. Municipalities are followed as much as influencers. We wanted to reach the 15-60 age range by using municipalities.
Describe the execution (20% of vote)
We changed 9 municipalities logos 21th of july. More than 10 changed it on their own initiative. Thousands of people invited their own municipality, hundreds of them also attended. In the campaign, the logo change period took 5 days but the interaction of the campaign continues.
List the results (30% of vote)
Just one day and with $0 media investment: 4.5M people reached on Twitter and became TT on 21th July 20. We took part in the news, collected 498K + signatures. More importantly, the issue came to the agenda of the parliament. The law is expected to pass.