Ülker, one of the biggest FMCG brand in Turkey wanted to welcome spring in a fun way on digital.
Our target audience was 15+ aged young people who mostly set fun trends on internet. So we needed to speak their language to give our message because spring was not an interesting subject for them. Plus, all spring insights have been used many times on digital.
We decided to say goodbye to winter to welcome spring. We wrote funny and emotional break up poems to objects which belong to winter such as; wool jumper, down jacket, nose wipe and transparent umbrellas. We personified those objects and said ‘I don’t love you (winter) anymore, cause I’m in love with someone else (spring) from now on!’ in a fun way.