Fresh w+k work selling Turkcell 3G with people singing & rapping about the features they use.
Bi-coastal music company DeepMix helped bring the sound of Philly’s club scene to Istanbul for a new campaign for Turkish telecommunications company Turkcell. Conceived by Wieden+Kennedy, Amsterdam and directed by well-known music video director Diane Martell, the campaign includes three spots styled as music videos with Turkish phone users (including former Orlando Magic star Hedo Turkoglu) singing about Turkcell’s new 3G service around the theme of “Aren’t you curious?”

DeepMix, hired by the agency to produce the music for the campaign, orchestrated an unusual, transcontinental collaboration between Philadelphia DJ Diplo and Chi-K, an Istanbul-based musician, lyricist and co-owner of the record label Elec-Trip. Diplo, working through his Mad Decent label, created the basic tracks, which feature an up-tempo mash up of reggae, hip-hop, Brazilian baile funk and dub-step. Chi-K translated lyrics written by Wieden+Kennedy’s Betsy Decker into Turkish, and also hired local vocalists to sing them.

Client: Turkcell Agency: Wieden+Kennedy, Amsterdam. Jeff Kling and John Norman, Executive Creative Directors; Carlo Cavallone and Sezay Altinok, Creative Directors; Betsy Decker, Associate Creative Director/Copywriter; Gregg Clampffer, Copywriter; Ayse Altinok and Tunc Topcuoglu, Art Directors; Neil Henry, Producer. Production: HSI. Diane Martell, director. Jeff Cronenweth, director of photography. Music: DeepMix, Los Angeles and New York. Rachel Dunn, music producer. Elec-Trip, Isanbul. Chi-K (Cigdem Alkang), lyricist. Mad Decent, Philadelphia. Diplo, music producer.

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.