'You Said It'

Creative idea

5G was new to Türkiye, but its promises were not. To make Turkcell's launch distinctive, we rooted the idea in distinctly Turkish cultural codes. When Shaq secretly arrived and needed an excuse for being there, he improvised “hair transplant” - instantly funny because Türkiye is globally renowned for hair transplant tourism. Instead of correcting the story, Turkcell turned it into the campaign. “Shaq diye” added a second local layer, echoing “şak diye,” an everyday Turkish expression for something happening instantly. A global icon became the face of an unmistakably Turkish 5G launch. Film link: https://youtu.be/s1BoxDcE8Gc

Brand name: Turkcell
Advertiser / client: Turkcell
Product / service: Telecommunication 5G Services
Campaign name: Turkcell 5G Launch
Agency network: INDEPENDENT AGENCY
Agency: RAFİNERİ - İSTANBUL
Media agency: Staff
Additional company: Norr Film, IPD, Genious Park, Anima, Post Garden, DCMP, Staff, ToDo Pictures, Leo İstanbul, Desibel, Figür, PRM (Portal Rights Management)
Production company: Norr Film
Agency chief executive officer: Aslı Yorgancıoğlu
Chief creative officer: Emre Kaplan
Executive creative director: Can Erdoğan
Creative director: Cihan Akköse, Ozan Aslan
Art director: Serdar Çelik, Ezgi Yıldırım, Alp Aktaş, Berna Ünverdi, Mutlualp Dirik
Copywriter: Uğurcan Sezen, Haydar Öztürk, Aylin Atabay, Barış Şirin, Ayşe İdil Doğan
Designer: Merve Bozkurt, Ramazan Yurtseven, Didem Ersoy, Ayşin Örs
Account director (agency): Ekin Kutevu, Çağla Ishak, Derin Doğru, Ceyda Akalın Öztürk, Sena Şenay, Eren Eliş
Client account director: Mustafa Alcan
Film production: Norr Film
Director: Bahadır Karataş
Director of photography: Serkan Güler
Music: DCMP
Agency producer: Açelya Ülkümen, Baran Çetin, Caner Yıldırım, Atakan Uysalbaş
Post production: IPD