Internet algorithms limit sharing.
They show us only the views and opinions we already agreed with. This is called a Filter Bubble. Or Echo Chamber.
The effect is polarization and intolerance. This is especially true for millennials, whose opinions are often formed via social media.
As a brand that believes in “sharing” we could help audiences see each other’s perspectives. And we created “THE VLOGGERS’ SWAP”.
For millennials, video is the most engaging form of content. So we identified vloggers with audiences that had the least in common, in terms of consumed content, likes, interests, and opinions.
Then for one day, we challenged them to swap lives.
- A gay choreographer with a macho singer
- A world fitness champion with a plus-size model
- Romania’s number 1 vlogger with a country boy
- Vloggers of different beliefs
And many more.
"Horriyfying. More horriyfying. / Exploiting the ecosystem threatens human lives. For a living planet: wwf.org"
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Cannes Lions, Silver Lion
Golden Drum, Silver Drum
Telekom continues to prove its commitment to deliver the best internet to Romania. Even if it's the Village of Romania in Pennsylvania, US.
"Stories with the full background"
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Golden Drum, Outdoor Grand Prix
Luerzer's Archive, Cover Ad
Crystal Apple, Crystal Apple
A chic lady in the woods with her lapdog pulls out a shotgun to hunt for luxury goods. The voiceover says “Kapisle.com. Buy & sell luxury fashion at steep discounts." The campaign is for the launch of Kapisle, a website for buying & selling pre-owned luxury goods like handbags, jewellery & accessories from high-end brands.
COMBINING EMPATHY AND VR FOR WHEELCHAIR USERS. By Fjord Makeshop
In Makeshop, we’ve been experimenting with ways that virtual reality (VR) can facilitate empathy to help people better understand unfamiliar situations. There is a definite challenge with this, however, as VR can often trivialize experiences by turning them into a game of sorts. Our mission was to overcome this obstacle and, through our Design Study process, find a way to apply VR and immersive experiences to create more understanding for the unknown – in this case, using a wheelchair.
IMMERSION TO TRAINING
We began by conducting interviews with wheelchair-user friends and colleagues. Certain patterns and common problems emerged throughout our discussions: stories about disastrous first days in wheelchairs, the challenges of understanding a new complex environment, navigating areas where pedestrians don’t understand the needs of wheelchair users, difficulties developing an understanding for angles of concrete, height of curbs, etc.
As one person said: “I think the worst thing about not being able to walk is adjusting to how slowly you have to do everything. You have to wait longer to use the bathroom, wait longer to go to bed, go to the kitchen, stand up, sit down, you have to put on your shows slower than normal, everything you’re used to doing fast you’re now doing slow.”
We realized that if we were going to use VR to tackle this problem, we needed to ensure it didn’t feel like a game; we did not want to create a superficial or insensitive experience. This led us quickly to the idea of a Wheelchair Training Program – a simulator offering a safe way to engage with a complex new environment and serving as a way to understand the new obstacles and issues.
It immediately became clear to us that details matter, especially when navigating highly populated urban spaces, and that we needed to develop a proof of concept which would be respectful, compelling and immersive. We saw in the research that wheelchair users face several common challenges: articulate steering, spatial relationships, and negotiating obstacles. These could all be confronted in the process of negotiating a single intersection. With these ideas and this basic framework in place, we set out to create the prototype.
Many talented people contributed to this from study, to service to proof of concept. Thanks to: Alwin Tong (VR Development); Rob Brogan, Whitney Braunstein, Habiba Sugich and Kristen Kersh (Design Research); Zoey Forbath (Business Design); Roman Kalantari (Creative Technology Director); John Jones (SVP Design Strategy).
The campaign starts with BOGOF (buy one get one free) and then continues with the Cornetto theme, conveying the campaign message, "Enjoy the ride, love the ending". In the promotion film, the boy meets his dream girl and falls in love. The second commercial focuses on new the Cornetto Disc as a hero product, where the story is completed: The boy gets the girl in a smart way, being a fearless romantic.
Ceres is a company that inspect fruits and vegetables for their organic authenticity.
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Cannes Lions, Finalist
New York Festivals, Bronze
Cyrstal Apple, Gold
GMK Awards
"Decaffeinated"
Cafe Del Mondo is a coffee retailer in Turkey.
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Cannes Lions, Bronze
Epica Awards, Gold Epica
Crystal Apple, Gold
"A stain needn’t cost your favourite clothes."
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Cannes Lions, Bronze
Every country has their speciality. Belgium has chocolate, Germany has beer, Italy has pizza, America has the hamburger and Turkey has the doner.
Doner is one of the most popular fast foods in the world but unlike pizza or burger, there has never been a doner brand. Until KasapDoner.
The good news was, there was no other doner brand to compete with. But like the rest of the world, the Turkish fast food market is dominated by burger brands.
A “burger” is not just food, it represents American culture. Turkish people are proud of their country and we wanted to remind Turkish people that they had a better option. Their very own culture and their own traditional fast food.
I came up with three short TVC’s and used the most symbolic feature of doner as the hero: the doner knife. In each film, we see the knife cut something that represents American culture into two.
Even with our limited budget, the campaign was a huge success. KasapDoner became famous overnight and has become Turkey's fastest growing fast food chain.
"Unexpectedly fast project finance. / Hassle free, instant construction loans starting from just 1.64%."
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Cannes Lions, Silver Lion
Finansbank is one of Turkey's biggest banks. This film launched VadeKart. It is a credit for SME’s (Small and Medium Enterprises) to replace check - the most common paying method in the Turkish market.
The idea of this film is based on the storyline of old Turkish style movies where the the father, who is a rich businessman tries to pay off the daughter’s lover. In Turkish films there is normally a conflict of interest and the father has to battle with the lover to persuade him to take the money and leave his daughter alone.
In this commercal it looks as though the love interest will live up to the expectation of the Turkish Films when he tears up the check.
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Crystal Apple, Silver
"Extra strong coffee from Asia: Sumatra Bold"
Cafe Del Mondo is a coffee retailer in Turkey.
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Cannes Lions, Shortlist
BRANDING + WEBSITE
Every country has their speciality. Belgium has chocolate, Germany has beer, Italy has pizza, America has hamburger and Turkey has doner.
Doner is one of the most popular fast foods in the world but unlike pizza or burger, there has never been a doner brand. Until KasapDoner.
The word "kasap" means "butcher" in Turkish, highlighting the heritage of the company.
hepsiburada.com (translation: everythingishere.com) is a comprehensive online shopping website. The name alone emphasises how customers can find everything they want under one address.
The creative approach was to design a large billboard by combining multiple billboards, advertising various products to reflect the variety of products available on the website. In this way we communicated our own message, “everything is here,” through the advertisements of other brands.
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Golden Drum, Gold
"Learn to draw n a flash. / Accelerated courses starting in May."
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Cannes Lions, Bronze Lion
