Fatma was one of Netflix’s most ambitious and exciting bets for their Turkish slate that had an important message to share which we needed to relay to the consumers while still entertaining them.

Our focused campaign aimed at drawing attention to the invisibility of Fatma so we started off with newspaper ads that focused on the male characters first and revealed our Fatma  advert on the launch day.  Meanwhile in key locations of İstanbul, Fatma had left messages on dirty and abandoned building with a creative that resembled ‘reverse graffiti’ to imply that she had been there ‘cleaning’.

For our last step of the campaign, we turned the last pages of popular newspapers like Oksijen into a cleaning supply to finish off the campaign with a witty tone.