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.
![](https://cdn.myportfolio.com/ce1c1c7b46a80fc78766671ce82f16ab/fc1a4f1f-472e-4ded-a79f-b306ffda763a_rw_1920.jpg?h=f6d9b8870c288f36eaabb5ef29b6f64c)
![](https://cdn.myportfolio.com/ce1c1c7b46a80fc78766671ce82f16ab/e4141f46-dfa2-4572-9151-1794ad0e457c_rw_1920.jpg?h=7bd12090da2c90a03a475b5a5e2eaa1f)
![](https://cdn.myportfolio.com/ce1c1c7b46a80fc78766671ce82f16ab/71edc746-a3ee-40c2-b6eb-fca519a3e4a8_rw_1920.jpg?h=551443b4b9710c4f1ef1704325b97715)
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.