| Başlık | 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. |
| Haftanın | Rafineri |
| Kampanya | The Symbols of Change |
| Reklamcı | Cache Istanbul |
| Marka | Cache Anatolian Rug |
| İlk Yayınlanma Tarihi | 2023 / 9 |
| Sektör | Home Appliances, Furniture & Gardening |
| hikaye | Handwoven rugs represent one of the oldest traditions of Anatolia; produced solely by women’s imagination and labour. Colorful rug patterns may seem random at first glance but they have many meanings. Each represent aspects of the weaver’s life, her hopes and dreams. But these symbols reflect “stereotypical thoughts” on women, just like the society has been doing for centuries; confining them to the domestic space. In order to change these oldfashioned patterns and point the “true” place of women in society, we found hidden rug patterns representing the male-dominated ideas and transformed them into new meanings. Almost inventing a new language, we crafted a brand new rug design. |
| Medya Türü | Case Study |
| Yaratıcı Ajans Başkanı | Emre Kaplan |
| Vice President (VP) | Erbek Onur |
| Chief Executive Officer (CEO) | Asli Yorgancioglu |
| Business Leader | Irem Altug |
| Brand Director | Cem Gularik |
| Brand Manager | Tugce Olgun |
| Brand Manager | Yasemin Ferhatoglu |
| Yaratıcı Yönetmen | Ersel Hira |
| Sanat Yönetmeni | Gizay Samanci |
| Reklam Yazarı | Aleyna Korkmaz |
| Strateji Planlamacı | Ezgi Cumur |
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