While at CPB LA we pitched on the global business for Turkish Airlines. A global relaunch brief to position TA as the biggest airline in the world. We won the pitch. Widen Your World was the overarching idea to showcase the fleet and scale of the airline and it's destinations. We brought this to life by taking the two biggest sports stars in the world and the pop culture phenomenon of "the selfie" to create an epic selfie battle between them across the world. Two iconic brands in themselves taking selfies around the world. It was them like you'd never seen them before and they were playing right into a pop culture habit. We launched with this global film below. We then also created "selfie" OOH and digital billboards that ran globally. Showing the stars all over the world taking selfies. The spot has over 146 million views on YouTube and was recently voted YouTube's Ad of the Decade. Making it the most viewed commercial online in history.
The film was shot by Joseph Kahn and print and OOH photographed by Michael Muller.