Advertiser: PINAR
Agency: UM
Category: Best Use of Outdoor
Planner: Savaş Tuncer
Director: Zümrüt Yıldırım
Manager: Özge Değer
Strategy
Pınar, leader company in a dairy products sector, decided to launch a campaign reinforcing its strength from the past. Campaign concept was “I grew up with Pınar”. Stages of a woman’s life from childhood to today were revealed in the spot. Presence of Pınar Milk during these stages was punctuated.
Execution
Six stages of a woman’s life from early childhood (3-4 years old) to motherhood were shown in the spot. All these stages were shown in order at the end of the spot. Special advertising panels were used in predetermined main spots to support this creative idea. Rather than normal sizes, three advertising panels were lined up from small to large depicting childhood, teenage and motherhood stages as in the spot. Thus a different outdoor activity overlapping with the campaign idea is performed. Use of advertising panels this way was a first in Turkey.
Effectiveness
Although not a quantitative result, the project became a byword and created a lasting impression.