Cannes Lions

HSBC ADVANTAGE CARD

LOWE TANITIM HIZMETLERI, Istanbul / HSBC / 2003

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Most of the nationwide newspapers in Turkey, have a so-called 'back page beauty' section (similar to 'page 3' in the UK). Everyday, this section gives news about famous beautiful women–actresses or models-with a big picture of them, generally in swimsuits. The back page beauty section is important for the circulation of newspapers in Turkey. Papers do not normally put ads in this area. If they do, they put the 'back page beauty' in another corner of that page. Our team achieved a print ad in this section while making the back page beauty disappear.

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