____deleted____Shortlist 2009

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Fake Candidate

Year/ID: 2009 / G42039
Group: G - Media Campaigns
Subgroup: Mixed media and interactive media

Registrant: GREY ISTANBULCountry: TURKEYBrand name: Climate CampaignAdvertiser: Greenpeace MediterraneanAdvertising agency: Grey Istanbul / Wanda DigitalProduction house: PTTDirector: Ozan AçiktanCreative director: Engin Kafadar, Tugbay Bilbay, Ilhami DumanMusic: Mert TunayArt Director: Bulent SengulCopywriter: Ilhami DumanOthers: Berk Gunsev, Ilyas Eralp, Ugur Akdemir, Burcu Sarar, Burcu Atasoy, Armagan Diktepe
Media campaign explanation: Turkish government plans to build several thermal power plants operating with coal all around Turkey which will change the country`s climate forever. It was local election time in Turkey so we used this opportunity to create public pressure on the candidates to sign the Greenpeace Climate Declaration. Campaign was in phases. The first step was creating hype by inventing a “fake” candidate who would run in the elections with radically different promises. To secure curiosity and attention, the environment was not directly brought in during this phase, nor was any association with Greenpeace mentioned. We called our “fake” candidate Seyfi Solukal (his last name means “take a breath” in Turkish). His promises garnered positive response, a fan base and so much hype in media and public. In the second phase, we started with a press conferance indicating the true identity and the purpose of Seyfi Solukal on March 5th. We publicised this period with heavy media usage. At the end, the campaign achieved 800.000 USD worth of PR coverage with just a 9.000 USD total budget. Seyfi Solukal appeared on several television programs including CNN Turk, and was featured by many national and local newspapers and websites. Today the number of candidates formally supporting the Greenpeace Climate Declaration has reached astonishing 74 compared to a poor 5 before the campaign.
Strategic planner: Alara Orhon, Ege Demirtas