LES MISÉRABLES by Markom/Leo Burnett Istanbul for Bgd Foundation

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LES MISÉRABLES

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Turkey
Agency Markom/Leo Burnett Istanbul
Executive Creative Director Yasar Akbas A Man Wakes Up In The
Creative Director Engin Kafadar, Guven Haktanir
Art Director Cihan Eryılmaz
Copywriter Selcuk Akyuz
Released April 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: BGD STRAY ANIMAL FOUNDATION
Product/Service: STRAY ANIMAL RESCUE
Agency: LEO BURNETT ISTANBUL
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: LEO BURNETT ISTANBUL, TURKEY
Executive Creative Director: Yaşar Akbaş (Leo Burnett Istanbul)
Creative Director: Güven Haktanır (Leo Burnett Istanbul)
Creative Director: Engin Kafadar (Leo Burnett Istanbul)
Copywriter: Selçuk Akyüz (Leo Burnett Istanbul)
Art Director: Cihan Eryılmaz (Leo Burnett Istanbul)
Media placement: In-Store Exhibition - Gallery Selvin, Art Gallery - 20 April 2010

Results and Effectiveness
The implementation has increased attention to BGD Stray Animal Foundation among art lovers.

Creative Execution
Creative Solution We have personified the dogs as they are called (Count, Lady, Pasha) and portrayed them in paintings. Each of these three paintings featured a “noble” dog, posing like the portraits of royal family members in museums. The only difference was that these noble dogs were painted in rags, having suffered under poor conditions. Then we placed the paintings to art galleries to reach our target group. The info card below each painting called people to adopt from the BGD or help them by donating.

Insights, Strategy & the Idea
Problem In Turkey a significant number of dogs are bought from Pet Shops. Growing up in a warm, comfortable and friendly environment, these dogs suddenly find themselves on streets once their owners' enthusiasm is gone. Our task was to create public awareness, collect donations and promote adopting a dog from BGD Stray Animal Foundation. We wanted them to know that there are many special breed dogs at the foundation homes and if they are to adopt, they should first consider BGD Stray Animal Foundation. Insight People like to call their pets with noble titles and ranks. Duke, Count, Countess, Lady, Pasha, are among the most common dog names in Turkey.