The Insight

In Turkey, "el alem ne der" — what will people say — is not just a phrase. It's a pressure that follows women everywhere. Neighbours. Relatives. Strangers. Judging what they wear, how they speak, how they live.

Sunsilk didn't need to invent this tension. It needed to name it out loud and then hand it back to women as something to reject together.

The Work

A full brand campaign built around that single insight. A 75-second TVC showing the invisible weight of social judgment — pressure closing in from every direction — until women push back collectively and reclaim their own way. Girls Just Want to Have Fun playing throughout.

Outdoor across Turkey. A Trendyol fashion collaboration. A custom typeface. The line: Hep Kendi Yolumuzda — Always on our own way.

My Role

The foundation of the idea — women versus el alem — came from me. The execution was a team effort across TVC, outdoor, and brand identity.