Choose Your Path - Shenyang Hun River China

Creative idea

The BYD Yangwang U8 drives on land and floats on water. The obvious ad puts the car in the water. We left the water empty and found the idea naturally in the world: A bridge photographed at the hour water goes still, so its reflection completes the arch and the road exists twice, once above the waterline and once below. Two routes, offered before a word is read. Our single line asks the reader to 'Choose your path.' The claim is carried by a landscape, and by seeing a road where others see a view.

Brand name: BYD Türkiye
Advertiser / client: BYD Türkiye
Product / service: Automotive
Campaign name: Choose Your Path
Agency network: INDEPENDENT AGENCY
Agency: RAFİNERİ - İSTANBUL
Agency chief executive officer: Aslı Yorgancıoğlu
Chief creative officer: Emre Kaplan
Executive creative director: Can Erdoğan
Creative director: Ozan Aslan, Cihan Akköse
Art director: Serdar Çelik
Copywriter: Uğurcan Sezen
Designer: Serdar Çelik
Account director (agency): Birol Ecevit, Derin Doğru, Begüm Tun
Client account director: Tilbe Polat
Strategic planner / strategist: Can Çalışkan, Merve Tohum, Onur Tüylüoğlu