Although the high concept of the campaign is the national celebration of 100th Anniversary of the Republic, the film aims to convey the message that the modern Republic of Turkey and the values it represents (such as secularism, scientific method, liberty) are still going strong despite the challenges it faces. The core idea is that the way of modern life the Republic provides to the people is indispensable, rendering it essential even more than basic daily needs such as sleep, water and food.
For this centennial occasion, Ekol aimed for an emotional stance focusing on the vital importance of the Republic rather than the brand itself. The campaign serves as an uplifting inspiration to be resilient through the lens of an elder member of the "founding generation" who have faced great challenges for the sake of the Republic. The reunion of an old lady and a young girl on the Republic Day portrays the "passing of the torch" and reflects the persistence of republican values. After a pessimistic opening that represents the hard times, hope is rekindled for the Republic once again when we see the founding father of Turkey(Ataturk) as a portrait on the wall who serves as a beacon of hope.
The film functions as a "Grand Finale" of celebration events and ceremonies for the 100th Anniversary of the Republic and has won a Telly Award. It's the core component of a 360 campaign which includes onsite and offsite gatherings, promotional materials and series of social media posts that builds up to the Republican Day.
The video was posted on major social media platforms including Youtube, Instagram and Linkedin along with giant screens in Republic Day gatherings and 200+ internal displays scattered across multiple office locations at 10 countries. It has been the most watched and interacted video of company history with over 3.5 million views. (9+ million total impressions with all event content) After the film was broadcasted, Ekol Instagram account ranked first among all competitors based on view counts.
Please see Ataturk's Mausoleum Visit and Case Video for more details.
Ataturk, the founding father of Turkey, is the ultimate symbol of the modern republic. For that reason, his face is a key visual for the whole campaign content including the film. This strong key visual connects the video, side content and social media posts together and creates an immersive effect on Turkish citizen who believe in Republican values, regardless of their demographic attributes.
Despite various videos released for the Centennial of the Turkish Republic, "Not Even a Single Day" differs in the way that it manages to captivate the target audience by leveraging the emotional build-up of social media posts. It serves as a "finishing line" in both ways: Successful finish of a good run, a run of millions of citizens for a 100 years and a grand finale of well-tailored consecutive posts laying out the foundation for the video to reflect the passion for the republic.
Nomination Title: Not Even a Single Day (Centennial of the Turkish Republic)
