Spending 5 minutes in the discover section of Instagram is enough time to see the phenomenon Turkish chefs on social media. Cheddar on the kebab, 5 meters long pita and of course saltbae. We predicted that the commercial would be sensational when Dardanel (Turkey’s largest tuna producer) told us that they wanted to tell people that they could easily make delicious food without the need for such shows at meals.
In the same period, Dardanel told us that they wanted to announce the easy-opening can lid with a commercial which they had developed for a long time. In Turkish culture, telling your crush that you love her or asking your boss for a raise has the same meaning the word “opening up”. With this insight, we shot commercials based on the motto “We also used to open up difficult, but now we open easily”.