2017 Winners & Shortlists

THE SOUND OF VIOLENCE / X-RAY RECORDS

BrandHURRIYET
Product/ServiceAILE ICI SIDDETE SON
EntrantTBWA\ISTANBUL, TURKEY
CategoryArt Direction / Design
Idea Creation TBWA\ISTANBUL, TURKEY

The Campaign

Transforming X-Ray films of women who suffered from violence into playable vinyl music records to raise awareness about violence against women.

Creative Execution

The Sound of Violence was produced to be the sound of women who can’t raise their voices. We collaborated with Turkey’s most famous female singers such as Sezen Aksu, Nilüfer, Nazan Öncel, Zuhal Olcay, Aylin Asl?m, ?ebnem Ferah... And they created a special song for the project called ‘We are the women’. The song is recorded on the original X-ray films of women who have suffered from domestic violence. The sound recording process was hand-crafted by a traditional vinyl artisan. 500 copies -each being a proof of domestic violence- were recorded and sent to politicians, reporters and opinion leaders of Turkey.

Results

The Sound of Violence project immediately grabbed the attention of the social media. Besides the design and advertising blogs, as the leading influencers of Turkey joined the conversation, the project became even more vocal on all online and traditional media channels and reached more than 500.000 people in just three days.

Our project was created as a direct mailing addressing the opinion leaders in Turkey to reach even more people.

Violence against women is a problem that takes place regardless of the social, financial or educational background of the victim and or perpetrator. So, we had to reach the largest amount of people from different parts of the country. Bur it was not enough. We had to give our message in a very convincing way. As celebrity culture is so strong in Turkey, we decided to turn the most influential names in the country into our advocates. To do this, we decided to create a new and very unique form of direct mailing that reflects our message not only through but also within.

Credits

Name Company Role
Ilkay Gurpınar TBWA\ISTANBUL Chief Creative Officer
Volkan Karakasoglu TBWA\ISTANBUL Executive Creative Director
Orkun Onal TBWA\ISTANBUL Art Director/Creative Group Head
Mehmet Guney TBWA\ISTANBUL Copywriter/Creative Group Head
Yigit Gumus TBWA\ISTANBUL Art Director
Kerem Sesen TBWA\ISTANBUL Art Director
Toygun Yılmazer TBWA\ISTANBUL CSO
Tugyan Celik TBWA\ISTANBUL Strategic Planning Manager
Nisan Danisman TBWA\ISTANBUL Strategic Planner
Emirhan Celikbilek TBWA\ISTANBUL Strategic Planner
Levin Ozdogan TBWA\ISTANBUL Strategic Planner
Ayse Erdogan TBWA\ISTANBUL Brand Director
Derhan Alp TBWA\ISTANBUL Brand Manager
Clara Sera Altiparmak TBWA\ISTANBUL Brand Manager