CHEIL WORLDWIDE, Dubai / VIRGIN / 2018
In a world that usually gets annoyed from waiting and wasting time standing in queues, our main character enjoys it.
She supports her quote that queueing is her favorite hobby by lounging on a chair, surfing the net, taking it easy, chatting with friends and taking a selfie.
While everyone else is monotonous and down, she stands out in a lively way, not bothered by the situation; strengthening the initial claim that she's fine being stuck in a queue, even moving her chair as the line moves, then going back to her chilling, over monotonous “elevator” music.
Then, the answer to this absurd minimalistic scene pops up with a sharp edit, and sharp twist in music, to negate everything that was happening in the beginning, and shift it to a more energetic reveal and brand solution.
TRIBAL WORLDWIDE, Istanbul
2020, TURKISH AIRLINES