Caché Istanbul - The Symbols of Change

Creative idea

World-famous Anatolian rugs are created by women. Rug patterns may seem random at first glance, but they represent aspects of the weaver’s life, hopes, and dreams. However, since Anatolian women were confined to the domestic space for centuries, many pattern meanings were limited to marriage and raising children. To change these old-fashioned patterns, we transformed them into new meanings. The chest motif, meaning “marriage” became the “compass” to represent women’s independence. The fertility symbol “hands on hips” turned into the symbol of success. We created many new symbols to represent the modern life of women; leadership, education, and equality.

Brand name: Caché Istanbul
Advertiser / client: Caché Istanbul
Product / service: Handwoven Rug
Campaign name: Caché Istanbul - The Symbols of Change
Agency network: INDEPENDENT AGENCY
Agency: Rafineri Istanbul
Web address: https://cacheistanbul.co/pages/the-symbols-of-change
Agency chief executive officer: Aslı Yorgancıoğlu
Chief creative officer: Emre Kaplan
Executive creative director: Ayşe Bali
Creative director: Ersel Hıra, Eray Cankır
Art director: Gizay Samancı
Copywriter: Eray Cankır
Designer: Gizay Samancı
Account director (agency): İrem Altuğ, Cem Gülarık, Tuğçe Olgun
Client account director: Recep Bozgöz
Strategic planner / strategist: Ipek Kardeşler
Senior planner: Ezgi Cumur
Photographer: Recep Bozgöz
Illustrator: Gizay Samancı
Agency producer: Aysu Kılıç