Rafineri, Istanbul has landed a prestigious Bronze Lion in the Entertainment category at Cannes Lions Festival of Creativity, for their campaign 'Dear Brother
'. The Entertainment category at Cannes Lions recognises creativity that turns content into a culture. Entries need to demonstrate ideas that are unskippable and communicate a brand message or connect with consumers in a new way.
To celebrate the 20th anniversary of LOSEV
(The Foundation for Children with Leukaemia), Rafineri has created an alternate ending to one of the saddest movies of Turkish cinema.
My Dear Brother
, shot in 1973, is an iconic Turkish movie about a little boy with leukemia. His biggest wish was to have a television at home. His two elder brothers were trying everything to make his wish come true, sadly he drew his last breath just before to see it happen.
In order to highlight the fate-changing role of LOSEV, Rafineri changed the final scene of the movie with a happy ending. In this new final scene, the big brother brings home the television, just like in the original film, but instead of finding his little brother dead, he wakes him up and they start to watch the television together with joy.
Teasing this re-shot version 'My Dear Brother' online suddenly took the country by storm. As LOSEV reached the highest conversation rates in its history, 'Dear Brother' was on all news channels and social media.
The feature film with the alternative ending turned into a new medium and was screened around the country as a fund-raising event for LOSEV.