Apple

This may look like a translated toolkitted film out of Cupertino. But for the Turkish market it has to be completely transcreated. Re written, with different meaning, re-edited in a completely different order, and overall re-created. Turkish sentences are put together differently, and English words rarely translate with the correct meaning. That’s where some of my skill and craft come in…

Coca Cola

#acbircocacola. Using cultural juxtaposition as a catalyst, it polarised a nation and was the topic of conversation in the middle of a hectic pre-election media landscape. I led the team, sourced the music, rewrote the lyrics, chose the talent and wrote the film for my team. Here is the ad.

Guerilla Ad for Tinder

The first-ever use of Tinder as a campaign platform in the market. Delivering so much cut through that it was the first Tinder campaign to be noticeable enough to get banned by Tinder itself. Subverting the use of digital media to use context to highlight the message got exceptional cut through. Hitting the right slightly suggestive playful tone of voice was crucial.

Ford Fiesta (Year 2008)

For the country launch of the all new Fiesta, I created Proje 13 in conjunction with MindShare. I wrote everything for this first true internet film series in Turkey, consisting of 13 episodes, two heroes, an interactive treasure trail, a love story, clues, riddles, a prize, a host of product features, and a secret episode all in near real time. It raised consideration from 17% to 61%, Brand Personality scores doubled in both stylish and innovative segments and 85% of viewers liked strongly. – 2008. And here is a  PhD research that is focused on this project. “The webisode, which is an advertainment type, enabled the distribution of global brands to global markets through a limitless channel: the Internet. “Project 13” is the first webisode produced in Turkey and presents the global brands to a wide range of audiences through product placement using glocal features, enabling the significance of the global with glocal. In this study, “Project 13” is analyzed through content analysis to determine the usage of glocalization in the formation of products and services. The study also determines whether the usage of global and glocal features resulted in positive outcomes for the sponsor brand Ford Fiesta.” I. Kalay

Arcelik (Equivalent to Bosch)

A culturally popular multi– channel campaign rejouvenation for a white goods retailer. For a UK reference think Curry’s. The iconic male robot character had started to look old and tired and had become wallpaper. However, marriages and wedding ceremonies are incredibly popular in Turkey, so a female robot was introduced!!! And they got together! A very popular Turkish singer was used for the soundtrack, and a famous designer for the dress. All of this is so important to push the idea into culture in Turkey. This became the most famous wedding of the year. Like an English Royal wedding. The female robot and the designer had interviews in the national press, there were concerts, events, ads in bridal magazines, and everyone who visited the store got a wedding favour. It had massive impact in culture and on social media, which is vitally important in the country