Boza is a traditional Turkish beverage that is not popular among young people in Turkey. The agency's goal was to make Boza cool again for Turkish youth by having them at least try it once. Their creative idea was to launch a campaign appealing to rising Turkish nationalist sentiment by portraying Boza as a precious taste that Turkey should proudly own, similar to ongoing debates around other traditional foods, and using online media to tell this story and trigger domestic values in young Turkish people.

1. BOZA
CannesYoung Lions Cyber ideas
Elvan Deniz & EzgiYılmaz

2. THE CHALLENGE
Boza is a wonderful, traditional beverage of theTurkish culture but unfortunately the majority of Turkish youth don't
even try it in their lives. Our mission was to change this hands-off attitude and make Boza cool again between young
people.We wanted them to at least try Boza one time.

3. THE CREATIVE IDEA
There is a rising nationalist attitude inTurkish youth.We thought that we could use this movement in favor of our effort to
make Boza popular again.We created a campaign that triggers these domestic values by telling a story about the quarrel
between Greece andTurkey on taking ownership on certain traditional foods. For some years, the debates on the
originality of baklava, cacık, rakı were on the agenda andTurkish youth is very sensitive about this topic.We'll be using
online mediums in order to tell them that Boza is a very precious taste that we should proudly own.

4. TRADITIONAL BEVERAGE OF
GREECE