"Birds Will Be Back" is part of a vast integrated campaign on reviving Kuyucuk Lake which was known as bird paradise. The work is a 24 hour audio track of birds, to be aired through mosques of Kuyucuk village, as a harbinger of good days for the habitants. The audio track imitates a day of Kuyucuk in the past like 233 bird species never left. Everything heard in the audio track is based on the sounds of those specific 233 birds and their daily routines. With this 24-hour-long realistic audio track, village with 284 habitants experienced a full day, like the birds never left. And hope is raised through whole country with a TV spot based on this project.

No translation is needed. Whole audio track includes bird sounds.

According to UN, Turkey is becoming a water poor country. Research from 2018 showed that there was too little awareness on the issue, as people pursued everyday thoughtless habits which influences drastically water sources. Kuyucuk is one these water sources and it’s a lake of international importance. Home to 233 different species of birds, it is the only source of water for migrating birds with no alternative for miles around. It completely dried up two years ago. Equally devastated, are the inhabitants of the nearby Kuyucuk village mourning for the loss of their livelihood as silence replaced the joyful sounds of birds. To provoke hope and to depict that individual efforts when combined can make a big difference, the brand set out revive a diminished lake. Since the audience had grown accustomed to traditional communication, the brand started seeking to convey message through unconventional methods to appeal to emotions.