In Istanbul, Turkey there is a Samsung Academy, a vocational training program giving opportunities to young men and women from low-income families.

In the spot we follow Elif, a young women who struggles to escape the intergenerational poverty that affects so many in the region. Her mother never finished grade school, meanwhile Elif is learning how to build the future.

Ad Agency: agenda, New York
Production Company: Hostage Films
Executive Producer: Melissa Beth
Voice Over Talent: Christopher Swindle
Creative Director: Dan Koh
Client Supervisor: Jeong Won Lee
Photographer / Director: Ruben Latre


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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.