The head of DWT Mandalina Agency, Mr. Yay, evaluated the awards by the Kırmızı Jury as follows; “The raw material of advertising is insight. A pure insight shaped by the abilities of creative minds can create an effective communication idea that touches the consumers’ feelings, mobilizes the masses, changes perceptions and attitudes. The awarding of our two communication works that we consider with this approach by the Kırmızı Jury is the most valuable indicator of our doing the right thing.“
This year, you won the Kırmızı Awards in Best Press Campaign Category “The Cork Gastropub – Drop Under the Glass” Job and the “Matilla Shoes – Early Summer Sale” work in the Best Other Category Advertisement. Could you give some information about these jobs?
The raw material of advertising is insight. Pure insight shaped by the abilities of creative minds; It can create an idea of effective communication that touches the consumers’ feelings, mobilizes the masses, changes perceptions and attitudes. The awarding of two of our communication studies, which we dealt with with this approach, by the Kırmızı Jury is the most valuable indicator that we are doing the right thing.
The source of inspiration for the press campaign we prepared for The Cork Gastropub, which promises its guests to socialize and experience; was the insight of the young generation with individual economic power, who needed strong emotional ties with their circle of friends, who needed approval by the group he was a part of. Our work, which met the troubles of life with the discourse of “leave it under the glass”, went into a sincere dialogue with the audience it was addressing and whispered its message with a new expression.
Our work on early summer discount for Matilla was one of our enjoyable works that focused on the benefit, purified from its excesses with its visual language, and spoke briefly, and we unanimously decided to exhibit it in Kırmızı.
When did you first meet with Kırmızı as an agency? What do you think about the contribution of such a competition to the sector? Why should a contest like Kırmızı be, why is it important?
We met Kırmızı, the color of change today, in 2010. It was an unforgettable moment for us to be honored with the Best Retail in Press award for our advertisement work we prepared for Mamül Eskişehir. In the years that followed, we tried to continue our relationship without a break.
It’s exciting for us to have such a platform that fosters talent, productivity and creativity and keeps it dynamic at all times. In the communication sector, it is necessary to change the shell constantly in order to catch the spirit of the time and to exist. Kırmızı, which is the trigger of creativity, reveals its importance and value at this point. In an arena where intelligence, skills and competencies challenge each other, we strive to create better with our brands, and we aim to exceed expectations as our efforts are appreciated.