Let’s Build a Better Future!

Brand: Arçelik

Season: 2023

Location: Istanbul – Istinye Park Mall Giant Outdoor, Kadıkoy HQ Window

Creative Team: Tuba Şehitoğlu, Tuğçe Uysal

The main inspiration behind the designs prepared to be featured at specific locations where the Arçelik brand meets the audience is Arçelik’s Eco-Friendly Movement, especially the concept of “Responsible Production, Responsible Consumption”.

In these designs placed at prominent points in the city, a story is told about the life cycle necessary for the sustainability of our planet, where the structures below and above the ground around the Arçelik logo carry energy to each other through moving lights.

We conceptualized the underground as Arçelik’s “invisible” efforts and work, and the surface as the world where consumers live, as well as the nature in our common dreams. In the three-dimensional design, where the exchange of energy is emphasized through the passage of light, the beginning and end of the cycle are indefinite. What is certain is that, in order to reach our dreams, we need to participate in this movement together, with joy, enthusiasm, but also with care.

At the same time, the Arçelik colors used highlight nature, vitality, life, and joy with the arrival of spring.

We aim to make the producer-consumer partnership emphasized by the Arçelik brand visible with colorful and hopeful world that is not boring, with the showcase designs to be placed in Istinye Outdoor, Kadıköy Outdoor, and Istinye Park Shopping Mall indoor areas, along with the visual and animations we plan to add.

The project was implemented not only in Arçelik’s Istanbul Istinye Park and Kadıköy stores but also in the exterior advertising area of Istinye Park. Additionally, the digital image of the design was shared on the brand’s digital channels.