Turkey

2020

Dear Brother

Entrant Company

Rafineri Istanbul

Category

Integrated Marketing

Client's Name

LÖSEV

Sub-Category

Nonprofit

LOSEV is a Turkish health foundation for children who have leukemia founded in 1998. 2018 was the 20th anniversary of LOSEV and the foundation wanted to use that opportunity to raise awareness about leukemia and increase the donations. The main challenge for this campaign was to create big impact with a very limited budget. The big idea was to create an alternate ending for one of the saddest movie (Title: My Dear Brother-1973) of Turkish cinema history. The film was about a little boy with leukemia. His biggest wish was to have a television at home, his older brothers were trying everything to get it for him, but unfortunately he was dying just before he can watch it. So in order to highlight the fate changing role of the LOSEV, we've decided to change the famous final scene of the movie with a happy ending. In this new final scene, the big brother brought the television home, just like in the original film, but instead of finding his little brother dead, he waked him up and they started to watch the television together with joy.

Credits

Agency
Rafineri
Foundation
LÖSEV
Production Agency
FİLMPARK
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