Turkcell: Business

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Released:	September 2009
Advertiser:	TURKCELL
Agency:	WIEDEN & KENNEDY AMSTERDAM
Country:	TURKEY
Category:	Commercial public services
Tags:	Cellurar Operator Music video styled ads

Credits:

Client: Turkcell
Agency: Wieden+Kennedy, Amsterdam.
Jeff Kling and John Norman, Executive Creative Directors;
Carlo Cavallone and Sezay Altinok, Creative Directors;
Betsy Decker, Associate Creative Director/Copywriter;
Gregg Clampffer, Copywriter;
Ayse Altinok and Tunc Topcuoglu, Art Directors;
Neil Henry, Producer.
Production: HSI. Diane Martell, director. Jeff Cronenweth, director of photography.
Music: DeepMix, Los Angeles and New York. Rachel Dunn, music producer.
Elec-Trip, Isanbul. Chi-K (Cigdem Alkang), lyricist.
Mad Decent, Philadelphia. Diplo, music producer.

Bi-coastal music company DeepMix helped bring the sound of Philly’s club scene to Istanbul for a new campaign for Turkish telecommunications company Turkcell. Conceived by Wieden+Kennedy, Amsterdam and directed by well-known music video director Diane Martell, the campaign includes three spots styled as music videos with Turkish phone users (including former Orlando Magic star Hedo Turkoglu) singing about Turkcell’s new 3G service around the theme of “Aren’t you curious?”

DeepMix, hired by the agency to produce the music for the campaign, orchestrated an unusual, transcontinental collaboration between Philadelphia DJ Diplo and Chi-K, an Istanbul-based musician, lyricist and co-owner of the record label Elec-Trip. Diplo, working through his Mad Decent label, created the basic tracks, which feature an up-tempo mash up of reggae, hip-hop, Brazilian baile funk and dub-step. Chi-K translated lyrics written by Wieden+Kennedy’s Betsy Decker into Turkish, and also hired local vocalists to sing them.

DeepMix music producer Rachel Dunn coordinated the flow of music and information between Philadelphia, Istanbul and Amsterdam, as well as Martell’s Los Angeles-based production company HSI. “There were a lot of moving parts,” said Dunn, who spent two weeks in Turkey for audio pre-production and the live action shoot, and an additional four weeks in Amsterdam working on audio post.