Cannes Lions
4129GREY, Istanbul / SOCRATES MAGAZINE / 2020
Overview
Entries
Credits
Background
Socrates Magazine, as an alternative to mainstream sports press in Turkey, is not only a sports magazine that gives daily and popular sports news; but also a platform that focuses on the history of sports and blends unique stories into its communication. It aims to change the superficial view on sports by using the power of storytelling through many different mediums from print to digital publishing. Teachers' Day, even though it's celebrated nationwide, was one of the special days that has not been addressed enough in sports media. However, football is one of the sports branches where the teacher-student relationship is the strongest, especially in youth teams. Socrates Magazine, as a brand that values the authentic background stories in sports, was looking for a creative way to celebrate the teacher-student relationships in football on this special day.
Idea
First of all, we moved all the data compared with pattern recognition into a website. On this website, we compared the date and drawing of 11-year old Sergen's dream goal with the actual goal he scored in his career, the match info, and the footage of the goal. We have shown the similarity rate between them in percentages. We wanted our followers to witness how the dream of a young player come true. On November 24, Teachers' Day, we launched our website to give the most meaningful Teachers' Day gift ever to the infrastructure coach Serpil Hamdi Tüzün. On the same day, we launched a video that explains our project with its all sides, shows dreamed-goal drawings in real notebooks, and how the comparison was made. For the first time in Turkey, we created a data-based project to celebrate and remember the efforts of teachers in sports on Teachers' Day.
Strategy
We started to compare the drawings of goal scenarios in the notebooks and the actual goals scored by Sergen throughout his career with the pattern recognition method supported by Artificial Intelligence. As a result of over 20,000 comparisons, we found 80% similarity within 212 goals. We have identified 32 goals with the highest similarity rate. These 32 goals were solid proof of what an 11-year-old child could achieve by dreaming and working hard with the encouragement of his coach. With the 32 goals with 80% similarity, we finally proved that the most important thing a teacher can give to his student is to dream.
Outcome
The Teacher of My Dreams made a tremendous impact on social media. We reached more than 900,000 people, received over 10,000 interactions. In response to this great interest, we collected these 32 goals in a booklet and gave this booklet as a gift to our followers. Today, we have paid our respect to a teacher who gave Sergen a vision to follow throughout his career which helped him to become the coach of Besiktas at the age of 48. Because we believe that the best teacher is the one who encourages his pupils to dream. And through this unique story, we also had the opportunity to tell the fans how real-life and sports connected each other.
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