Urban Care - Melis (1)

Creative idea

In Turkish, the phrase “kendine bakmak” carries two meanings. The first is about self-care, taking care of yourself, valuing your body, and genuinely giving yourself the attention you deserve. This is exactly what Urban Care, as a brand, stands for. The second meaning is about minding your own business, focusing on your own life rather than what others are doing. And that’s where our campaign draws its strength: by showing that the best response to intrusive questions is simple: “Everyone should just mind themselves.” This philosophy aligns perfectly with Urban Care’s brand stance.

Brand name: Urban Care
Advertiser / client: Urban Care
Product / service: Hair Care Shampoo
Campaign name: Everyone Should Mind Themselves
Agency network: INDEPENDENT AGENCY
Agency: aRthuR Istanbul