cannes young lions media presentation - turkey - candaş demir (@dambil) & mücahit türkmen...
DESCRIPTION
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.TRANSCRIPT
TURKEY YOUNG MEDIA LIONS
Candaş Demir
MücahitÇanta
Building awareness by stroke!
Finding a way to build a bond with the target audience to improve the effectiveness of the mass communication!
Jean Baudrillard
Neither dead nor alive, the hostage is suspended by an incalculable outcome. It is not his destiny that awaits for him, nor his own death, but anonymous chance, which can only seem to him something absolutely arbitrary.
‘’
Jean Baudrillard
Jean Baudrillard
Neither dead nor alive, the hostage is suspended by an incalculable outcome. It is not his destiny that awaits for him, nor his own death, but anonymous chance, which can only seem to him something absolutely arbitrary.
‘’
Jean Baudrillard
Jean Baudrillard
Neither dead nor alive, the hostage is suspended by an incalculable outcome. It is not his destiny that awaits for him, nor his own death, but anonymous chance, which can only seem to him something absolutely arbitrary.
‘’Fiction is not imagination. It is what anticipates imagination by giving it the form of reality.
Jean Baudrillard
‘’
These days, most popular productions on TV are reality shows!
Because, people do not want to see the fiction, satisfaction comes from The pure reality!
Reality shows are simulations in the form of pure reality.
When you step into a petshop/shelter, you choose one pet and forget the others.
By developing a social experiment, we will provide same experience. Sorry, more than the same experience!
‘’Dog Reality Show’’
Why dogs?Because, they are man’s best friends.
3 sole use dogs which answered our love
from Alacati will be chosen:
ArthurMax
Lucky
Around the same time, first TVC will be aired about the sole use dogs in Alaçatı how they are treated as throw-away toy by rich parents.
On the 2nd TVC, they will be introduced to public. At the end of the spot, people learn about the application on AnimalWatch’s Facebook Page to choose their favorite dog.
We will treat our 3 dogs as reality show stars, they will be most famous dogs in Turkey!
At outdoor & newspapers, 3 dogs’ prints will be presented and using a instrument such as QR code, offline & online integration will be implemented.
QR codes redirect users to mobile version of Facebook App.
On the Facebook page, there will be the logo, the dogs and their vote amounts. But, Lucky’s votes will be cheated and always be lower than the others.
After voting, a user will be directed to a livestream footage of Lucky’s cage. It will not be served food or water. It will be left for death and people will be able to watch his death, live on Facebook.
On the Facebook page, there will be the logo, the dogs and their vote amounts. But, Lucky’s votes will be cheated and always be lower than the others.
After voting, a user will be directed to a livestream footage of Lucky’s cage where it is left for death.
We will call this Facebook Application
By positioning Lucky as a loser, responsbility sense of Turkish people is promoted.
Also by provoking Animal Welfare Associations and their members who are effective on both digital and streets, we will try to position Lucky as their new symbol.
At the end, we will announce that livestream footage was fake and Lucky is healthy by showing it with a vet from AnimalWatch. Our final words will be:
‘’Lucky is fine. However, there are millions of unLucky at petshops/shelters. Do not let them die.’’
At the end, we will announce that livestream footage was fake and Lucky is healthy by showing it with a vet from AnimalWatch. Our final words will be:
‘’Lucky is fine. However, there are millions of unLucky at petshops/shelters. Do not let them die.’’
Most of the people only feel responsible for their own pets and do not care the others.
We have tried to increase awareness by a fearless, daring and hard-hitting idea on the media, Facebook, where we can easily effect the mass audience.
Most of the people only feel responsible for their own pets and do not care the others.
We have tried to increase awareness by a fearless, daring and hard-hitting idea on the media, Facebook, where we can easily effect the mass audience.
THANKS