Yeni Rakı is the lovemark of Turkey. It has been drunk for 500 years in this land and is a significant part of our culture. Drinking rakı is a ceremony. And after 500 years, people around “rakı table” come up to a level that they don’t even need to “speak” to communicate. Gestures are enough.

In our campaign we named every single “rakı gesture” with a main film and a world-of-pictograms, each of which has the same message: “To know somebody takes years, to talk without words takes centuries.”

Campaign achieved the most reach, in MEY&Diaggeo company of all times.