ISTANBUL, June 26, 2024. Combining innovative technologies with superior quality, Beko, which is among Europe’s leading technology brands, continues to reinforce its global success with awards. Shortlisted in two categories, “Print & Publishing” and “Media” at the 71st Cannes Lions International Festival of Creativity with its global campaign “The Beko Inheritance”, the company won the Bronze Lion award in the “Print & Publishing” category.
Launched in April across global markets, “The Beko Inheritance” campaign has captured a broad audience through a film produced by VML. Directed by Jack Howard, the film masterfully combines creativity and humor, presenting a mysterious storyline. The plot revolves around family inheritance tensions that culminate in a surprising will, aiming to highlight the durability and longevity of Beko products through an unconventional narrative. The film features a distinguished cast, including Brendan Patricks (Downton Abbey), Ross Hatt (The Gentlemen), and Marty Cruickshank (The Crown).
Within the scope of the campaign, a multi-channel communication strategy was implemented, and in addition to digital media and influencer communications, different events were organized in Egypt and Spain. The will template has been signed and shared by influencers. The campaign received approximately 5 billion impressions across press and social media channels.
