YUMOS DETERGENT FILM

TitleYUMOS DETERGENT FILM
BrandYUMOŞ
Product/ServiceUNILEVER
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
Name Company Position
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.