| Title | VOLLEYBALL NATION |
| Brand | VESTEL |
| Product/Service | VESTEL |
| Category |
B01. Innovative and Adapted Use of Print & Publishing |
|
Entrant
|
CONCEPT Istanbul, TURKEY
|
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Idea Creation
|
CONCEPT Istanbul, TURKEY
|
|
Media Placement
|
MEDIACOM Istanbul, TURKEY
|
|
Media Placement 2
|
DIGITAS İstanbul, TURKEY
|
|
Production
|
YAPAR ISTANBUL, TURKEY
|
Credits
| Kerem Özkut |
Concept |
ECD |
| Mustafa Ozmal |
Concept Istanbul |
Creative Director |
| Gökhan Ozdemir |
Concept Istanbul |
Creative Director |
| Emre Günaydın |
Concept Istanbul |
Creative Group Head |
| Görkem Can Uygun |
Concept Istanbul |
Copywriter |
| Alperen Yalçıngil |
Concept Istanbul |
Copywriter |
| Berke Gülçiçek |
Concept İstanbul |
Art Director |
| Yağız Akgün |
Concept İstanbul |
Art Director |
| Mehmet Ogeç |
Concept Istanbul |
Graphic Designer |
| Barış Alemdar |
Concept İstanbul |
VP - Client Services |
| Ozlem Najdi |
Concept Istanbul |
Group Account Director |
| Serap Balaban |
Concept Istanbul |
Account Supervisor |
| Gizem Pelivan |
Concept Istanbul |
Account Executive |
| Melis Çiçek |
Concept Istanbul |
Account Executive |
| Berna Aşkın |
Concept Istanbul |
Digital Business Development |
| Onur Aydın |
Concept Istanbul |
Strategic Planning Director |
| Şelale Mısırdalı |
Concept Istanbul |
Strategic Planning Director |
| Mert Turan |
Concept Istanbul |
Production Director |
| Hilal Kınalıada |
Concept Istanbul |
Production |
Cultural / Context information for the jury
Even though volleyball is the most successful sport branch in Turkey, still everyone believed that Turkey was a FOOTBALL NATION. One of the main reasons of this confusion was the Turkish sport media's bias approach. As we all know, media shapes the culture and media's focus was always on football. Then we looked for the last year's sport coverages in media. The results did not surprise us: there were 448.072 football news vs. 44.392 volleyball news - which means the media coverage rate of volleyball was only 10.38% compared to football. Our challenge was to prove that Turkey is indisputably a VOLLEYBALL NATION by raising awareness about media's bias approach.
Please outline how the work was adapted, modified or was innovative
We visualized 10.38% rate by designing an ad that covers only the 10.38% of entire page of the most famous sport magazine. With a QR code in our ad which was directed to an Instagram AR filter. Users were able to use this filter to change football news into volleyball news. We didn't do this as an integrated campaign, but as a single idea, as a single project. Thus, we reached millions of people by visualizing real data in the print media, which was the source of the problem. After the campaign, media shifted their attitude, the rate of volleyball coverage in print media increased to 23.45%. When media changed their approach, Turkey responded well. The match of Turkish Women’s National Volleyball Team has been watched 2x more than the match of Turkish Men’s National Football Team, it was a first in Turkey.