The Sea Cemetery by TBWA\ Istanbul for Support to Life

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Industry Charities, Foundations, Volunteers
Media Ambient, Case study
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Creative Director Volkan Karakasoglu
Art Director Ahmet Ülkü, Ozge Guven
Copywriter Cem Cetinok, Alpan Esen, Eser Yazici
Production Jaguar
Director Ismet Kurtulus
Released May 2016

Awards

Dubai Lynx 2017
Media Sectors: Charities, Public Health & Safety, Public Awareness Messages Silver
Direct Use of Direct: Use of Ambient Media: Large Scale Silver

Credits & Description

Media: Case Film
Brand: Support to Life
Media: Ambient
Campaign name: The Sea Cemetery
Registrant: TBWA\ISTANBUL
Agency: Tbwa\Istanbul, Turkey
Brand name: Support to Life
Client account director manager: Sema Genel Karaosmanoğlu
Event production: Hakan Gulsoy
Director: Ismet Kurtulus
Art Director: Ozge Guven, Ahmet Ulku
Executive Creative Director: Ilkay Gurpinar
Creative director: Volkan Karakasoglu
Account Director / Manager: Melis Inceer, Melis Senol and Bida Yusan
Strategic planner strategist: Ceren Sehitoglu and Can Degerli
Copywriter: Eser Yazici, ALpan Esen, Cem Cetin
Digital creative: Evren Ozbozdagli
Digital production: Serhat Poyraz
Production Company: Jaguar Projects
Music: Emre Irmak
Website URL: http://theseacemetery.com/#
The Campaign:
In memory of thousands of refugees who died trying to cross the Mediterranean, we created a sea cemetery. The cemetery was constructed in the Mediterranean exactly where many refugees lost their lives. In order to enhance the effect of our storytelling, we searched and contacted actual refugees who have lost their loved ones in midst of their journey to freedom. In our work, we told the story through their individual stories.
Creative Execution:
In memory of thousands of refugees who died trying to cross the Mediterranean, we created The Sea Cemetery installation, which consists of hundreds of tombstones. The cemetery was constructed in the Mediterranean exactly where the refugees lost their lives. The Sea Cemetery installation and various interviews with refugees was filmed. The video was aired on TV and spread on the Internet to reach as many people as possible. Simultaneously, theseacemetery.com, where people can learn more about the refugee crises and take action, has been launched to get the attention of millions.
Results:
The work was successful in drawing public attention back to the Syrian refugee issue as it began to disappear. The increase in awareness was not merely about the social issue. Through this project, Support To Life managed to increase its brand awareness among the socially concerned audience. More importantly, this awareness showed a tendency to turn into action. Traffic to Support To Life website increased which led to a further increase in donations. In just a week, we had 450% increase in supporttolife.org's traffic, 180% increase in donations and 225 new contributors.
The sea cemetery succeeded in gaining public attention and influence people's behavior by inciting them to donate and contribute to the refugees cause.
Our goal was to get the attention of everyone around the world as the global discussions around refugees was starting to cool down and lose its relevance. So we had a wide target audience. In order to enhance the effect of our storytelling, we searched and contacted actual refugees who have lost their loved ones in midst of their journey to freedom. In the film, we told the story through their individual stories.

The Ambient Advert titled The Sea Cemetery was done by TBWA\ Istanbul advertising agency for Support to Life in Turkey. It was released in May 2016.