Cannes Young Lions Media Presentation - Turkey - Candaş Demir (@dambil) & Mücahit Türkmen Çanta (@mtcanta)
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Cannes Young Lions Media Presentation - Turkey - Candaş Demir (@dambil) & Mücahit Türkmen Çanta (@mtcanta)

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Brief:

AnimalWatch wants to launch a campaign to build awareness on this sensitive
issue.
Creative route will be based on a simple message: ‘What if you were one of them’
– showing people in petshops behind glasses, in shelters, on the streets abondened
and covered with mud.

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Cannes Young Lions Media Presentation - Turkey - Candaş Demir (@dambil) & Mücahit Türkmen Çanta (@mtcanta) Presentation Transcript

  • 1. TURKEY YOUNG MEDIA LIONS Mücahit ÇantaCandaşDemir
  • 2. Building awareness by stroke!Finding a way to build a bond with thetarget audience to improve theeffectiveness of the masscommunication!
  • 3. ‘’Neither dead nor alive, the hostage is suspendedby an incalculable outcome. It is not his destinythat awaits for him, nor his own death, butanonymous chance, which can only seem to himsomething absolutely arbitrary. Jean Baudrillard
  • 4. ‘’Neither dead nor alive, the hostage is suspendedby an incalculable outcome. It is not his destinythat awaits for him, nor his own death, butanonymous chance, which can only seem to himsomething absolutely arbitrary. Jean Baudrillard
  • 5. ‘’Neither dead nor alive, the hostage is suspendedby an incalculable outcome. It is not his destinythat awaits for him, nor his own death, but‘’Fiction is notchance, whichIt is what anticipatesanonymous imagination. can only seem to himimaginationabsolutely it the form of reality.something by giving arbitrary. Jean Baudrillard
  • 6. These days, most popular productions on TV arereality shows!Because, people do not want to see the fiction,satisfaction comes fromThe pure reality!Reality shows are simulationsin the form of pure reality.
  • 7. When you step into a petshop/shelter,you choose one pet and forget theothers.By developing a social experiment, wewill provide same experience.Sorry, more than the same experience!
  • 8. ‘’Dog Reality Show’’
  • 9. Why dogs?Because, they are man’s best friends.
  • 10. Around the same time, first TVC will be aired about thesole use dogs in Alaçatı how 3 sole use dogs which they are treated as throw- away toy by rich parents. answered our love from Alacati will be chosen: Arthur Max Lucky
  • 11. We will treat our 3 dogsas reality show stars,they will be mostfamous dogs in Turkey!On the 2nd TVC, they will be introduced topublic. At the end of the spot, people learnabout the application on AnimalWatch’sFacebook Page to choose their favorite dog.
  • 12. At outdoor & newspapers, 3 dogs’ prints willbe presented and using a instrument suchas QR code, offline & online integration willbe implemented.QR codes redirect usersto mobile version ofFacebook App.
  • 13. On the Facebook page, there will be the logo,the dogs and their vote amounts. But, Lucky’svotes will be cheated and always be lower thanthe others.After voting, a user will be directed to alivestream footage of Lucky’s cage. It will notbe served food or water. It will be left for deathand people will be able to watch his death,live on Facebook.
  • 14. On the Facebook page, there will be thelogo, the dogs and their vote amounts. But,Lucky’s votes will be cheated and always belower than the others.After voting, a user will be directed to alivestream footage of Lucky’s cage where itis left for death.
  • 15. We will call this Facebook Application
  • 16. By positioning Lucky as a loser, responsbilitysense of Turkish people is promoted.Also by provoking Animal WelfareAssociations and their members who areeffective on both digital and streets, we willtry to position Lucky as their new symbol.
  • 17. At the end, we will announce thatlivestream footage was fake and Lucky ishealthy by showing it with a vet fromAnimalWatch. Our final words will be:‘’Lucky is fine. However, there are millionsof unLucky at petshops/shelters. Do not letthem die.’’
  • 18. At the end, we will announce thatlivestream footage was fake and Lucky ishealthy by showing it with a vet fromAnimalWatch. Our final words will be:‘’Lucky is fine. However, there are millionsof unLucky at petshops/shelters. Do not letthem die.’’
  • 19. Most of the people only feel responsible fortheir own pets and do not care the others.We have tried to increase awareness by afearless, daring and hard-hitting idea on themedia, Facebook, where we can easily effectthe mass audience.
  • 20. Most of the people only feel responsible fortheir own pets and do not care the others. THANKSWe have tried to increase awareness by afearless, daring and hard-hitting idea on themedia, Facebook, where we can easily effectthe mass audience.