In response to Spotify entering the Turkish market, the local music app Turkcell Music wanted to emphasize it’s superior Turkish music database. We thought it would be a good idea to place the campaign around the insight “Local music is best listened from a local".
For the outdoor campaign we photographed people from around the world, playing traditional Turkish instruments in their own traditional clothes. 

The TV spot took the campaign a little further; a Chinese and a Swedish actor was asked to sing along to famous Turkish songs from the 90's. They didn't speak a word of Turkish and they had never heard the songs before so the result was nothing short of excruciating.