This work is the 1st follow-up project of the launch campaign from Turkey’s leading fabric conditioner brand Yumos. It took place when people were exhausted by the pandemic and the screens. They wanted to spend time outside and missed physical interactions. So, to create a hype in the social media, we made a twist and chose a rather nostalgic media format: Outdoor. We aimed to create a surprising effect by putting a smile to people’s face in real life while almost every brand was competing in the digital media.

We covered the façade of a building located in one of the most popular and crowded streets in Istanbul, Nisantasi with physical Yumos bears. Yumos bears had always been loved with their colorful and joyful world. We positioned and curated each Yumos bear so anyone could find something to smile. We also aimed to give people inspiration to create their own social media contents with photos and videos that they would take and edit. It was therefore aiming for a social media impact but totally designed and executed in an old-school way.