Cache Anatolian Rug - "The Symbols of Change"

Rafineri

Rafineri Istanbul, Turkey

Awards

This ad is part of the ACT Responsible Collection

Brand: Cache Anatolian Rug
Country: Turkey

Advertiser: Cache Istanbul

Title	The Symbols of Change
Brief	Traditionally, many motifs in handwoven Anatolian rugs have meanings like giving birth, marriage, a husband and raising children. But women’s dreams and their role in society is beyond these patterns. It was time for these archaic thoughts to change. Therefore, we decided to make Anatolian traditional weaving culture able to narrate women’s lives and their success. First we analyzed existing symbols. Then we reassembled the shapes and transformed their forms. We gave the new symbols brand new meanings. The chest motif, which means “marriage” became the “compass” to represent women’s independence. Fertility symbol “hands on hips” turned into the symbol of success. In short, we created many new symbols to represent modern life for women; leadership, education and equality. With these symbols we created new rugs. We stated the fact that women’s dreams go far beyond marriage and raising children. As a result, new rugs will be part of a much deeper new tradition, and beyond that; a more inclusive future.
Agency	Rafineri
Campaign	The Symbols of Change
Advertiser	Cache Istanbul
Brand	Cache Anatolian Rug
Date of First Broadcast/Publication	2023 / 9
Business Sector	Home Appliances, Furniture & Gardening
Story	Handwoven rugs represent one of the oldest traditions of Anatolia; produced solely by women’s imagination and labour. Colorful rug patterns may seem random at first glance but they have many meanings. Each represent aspects of the weaver’s life, her hopes and dreams. But these symbols reflect “stereotypical thoughts” on women, just like the society has been doing for centuries; confining them to the domestic space. In order to change these oldfashioned patterns and point the “true” place of women in society, we found hidden rug patterns representing the male-dominated ideas and transformed them into new meanings. Almost inventing a new language, we crafted a brand new rug design.
Media Type	Case Study
Chief Creative Officer	Emre Kaplan
Vice President (VP)	Erbek Onur
Chief Executive Officer (CEO)	Asli Yorgancioglu
Business Leader	Irem Altug
Brand Director	Cem Gularik
Brand Manager	Tugce Olgun
Brand Manager	Yasemin Ferhatoglu
Creative Director	Ersel Hira
Art Director	Gizay Samanci
Copywriter	Aleyna Korkmaz
Strategic Planner	Ezgi Cumur