LC Waikiki, as the leader of the fashion and retail industry in Turkey, carried out one of the most colorful projects of 2014 with its new advertising campaign named Happy Faces, bringing a different approach to the relationship between brand and consumer. Collaborating with the famous TV host Mesut Yar, LC Waikiki invited its consumers to share their happy moments and determined 20 people as the faces of the brand, who were selected among the ones who expressed their happiness best in the Happy Faces project on June 24 - July 20, 2014.
Making a difference with the Happy Faces project, LC Waikiki cast its 20 faces of the brand, selected from among the consumers, in the commercial film shot by Director Umur Turagay, promoting its Fall-Winter Collection of 2014. The jingle of the commercial film, which gave 20 happy faces the opportunity to pose for a camera on behalf of a brand for the first time in their life, was written and composed by Nil Karaibrahimgil. Photographs were shot by Tamer Yılmaz. Those 20 Happy Faces who will be involved in the other communication projects to be carried out by the end of 2014 were also granted a monetary award of TRY 10,000.
LC Waikiki CMO Maria Comfort expressed her feelings about the campaign in a press conference held on September 10, 2014: “LC Waikiki is a brand which takes its consumers as the first priority and likes getting in touch with them. That's why we place great importance on ensuring they have pleasant experiences with our products. Our overall purpose during the creation process of the campaign was to allow our consumers to experience the excitement that we feel as LC Waikiki family from design to manufacturing as well. It was the starting point which drove us to carry out the Happy Faces campaign and we received considerably important feedback”.
Mustafa Berber, one of 20 Happy Faces said: “It is an unforgettable experience to take part in a commercial film. It is a real excitement to be in front of the camera. Imagine for a moment that you are posing for a camera in a commercial film of a big brand, and also shot by one of the best directors in Turkey. I participated in the campaign by sharing a happy moment of mine first, and now I am involved in a project which makes me happy the whole time”.
 

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