Brand Manager
at
Cache Istanbul
| Title | The Symbols of Change |
| Brief | Traditionally, many motifs in handwoven Anatolian rugs have meanings like giving birth, marriage, a husband and raising children. But women’s dreams and their role in society is beyond these patterns. It was time for these archaic thoughts to change. Therefore, we decided to make Anatolian traditional weaving culture able to narrate women’s lives and their success. First we analyzed existing symbols. Then we reassembled the shapes and transformed their forms. We gave the new symbols brand new meanings. The chest motif, which means “marriage” became the “compass” to represent women’s independence. Fertility symbol “hands on hips” turned into the symbol of success. In short, we created many new symbols to represent modern life for women; leadership, education and equality. With these symbols we created new rugs. We stated the fact that women’s dreams go far beyond marriage and raising children. As a result, new rugs will be part of a much deeper new tradition, and beyond that; a more inclusive future. |
| Agency | Rafineri |
| Campaign | The Symbols of Change |
| Advertiser | Cache Istanbul |
| Brand | Cache Anatolian Rug |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Chief Creative Officer | E..e K...an Subscribers Only |
| Vice President (VP) | E...k O..r Subscribers Only |
| Chief Executive Officer (CEO) | A..i Yor......glu Subscribers Only |
| Business Leader | I..m A...g Subscribers Only |
| Brand Director | ..m G....ik Subscribers Only |
| Brand Manager | T...e O...n Subscribers Only |
| Brand Manager | Y....in Fe.....glu Subscribers Only |
| Creative Director | E...l H..a Subscribers Only |
| Art Director | G...y S....ci Subscribers Only |
| Copywriter | A...na K....az Subscribers Only |
| Strategic Planner | E..i C...r Subscribers Only |