Akbank The Legendary Journey: CLIO-winning Campaign
Duygu Ulutürk
The story
In 1950, Turkey qualified for the World Cup in Brazil but could not go because of financial constraints. In 2014, Akbank set out to fulfil that 64-year-old dream: "The Legendary Journey" took Bülent Eken and Erol Keskin, the last two surviving members of the 1950 team, to Brazil.
My role
As Social Strategy & Creative Team Leader at Grey, I directed the campaign's digital communications and social media: launch content, real-time posting during the journey, and community management.
Results
The campaign film was watched 6M+ times
The campaign site reached 273K visitors
A worldwide trending topic on Twitter
An 18% increase in card applications
Bronze CLIO (PR) and two Kristal Elma awards: Best Integrated Campaign and Best Use of Movie
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Posted Oct 18, 2026
Akbank took the last two players of Turkey's 1950 national team to the World Cup in Brazil, 64 years late. Bronze CLIO and two Kristal Elma awards.
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Timeline
Jan 1, 2014 - Dec 31, 2014
