Title | YUMOS DETERGENT FILM |
Brand | YUMOŞ |
Product/Service | UNILEVER |
Category |
A01. Consumer Goods |
Entrant
|
WUNDERMAN THOMPSON TURKEY Istanbul, TURKEY
|
Idea Creation
|
WUNDERMAN THOMPSON TURKEY Istanbul, TURKEY
|
Media Placement
|
MINDSHARE TURKEY Istanbul, TURKEY
|
Production
|
PANDA FILMS ISTANBUL, TURKEY
|
Credits
Ender Buruk |
Wunderman Thompson |
Creative Agency/CEO |
Fulya Ozari |
Wunderman Thompson |
Creative Agency/Managing Partner |
Umit Tasli |
Wunderman Thompson |
Creative Agency/Creative Director |
Buse Say |
Wunderman Thompson |
Creative Agency/Creative Group Head |
Semih Turkmen |
Wunderman Thompson |
Creative Agency/Creative Group Head |
Basak Ceylan |
Wunderman Thompson |
Creative Agency/Art Director |
Ceren Saglam |
Wunderman Thompson |
Creative Agency/Head of Strategy |
Pelin Karagoz Huner |
Wunderman Thompson |
Creative Agency/Strategy Director |
Setenay Ergin |
Wunderman Thompson |
Creative Agency/Account Director |
Melis Su Tanlak |
Wunderman Thompson |
Creative Agency/Account Supervisor |
Ezgi Bitmis |
Wunderman Thompson |
Creative Agency/Account Executive |
Deniz Aksit |
Wunderman Thompson |
Creative Agency/Head Of Production |
Cengiz Onal |
Wunderman Thompson |
Creative Agency/Graphic Designer |
Leyal Eskin |
Unilever |
Vice President Home Care TUI |
Duygu Dal |
Unilever |
Marketing Director Fabric Solutions & Sensations TUI |
Elif Terzi |
Unilever |
Brand Manager |
Mirella Habib |
Unilever |
Assitant Brand Manager |
Write a short summary of what happens in the film
The news was “one small step for mankind but a giant leap for Yumoş bears”. We needed our target audience, millennials, to first acknowledge that Yumoş “detergent” is out and is superior, then to stop and think twice before they automatically buy their usual fabric care detergent. We knew they already loved us, our fashionable world and our bears. But Yumoş was almost synonymous with conditioner. We needed an impactful but simple and direct message to create awareness. Thus, we simply used a wordplay in Turkish meaning “Yumoş detergent is out / worked very good”. Then we playfully focused on making this news even bigger. Meanwhile, “Stop! Wait a minute, listen” lyrics of a 90’s hit of popular Turkish pop singer Mustafa Sandal popped up spontaneously in our head. We placed “Stop!” message on our Yumoş bear’s paw and used as a visual cue in all KV’s.