THE TURKISH COFFEE MACHINE: TRADITION MEETS CONVENIENCE
Our goal was clear: introduce a modern twist to the beloved tradition of Turkish coffee with a machine that offers the authentic taste of hand-brewed coffee at the push of a button. This campaign was designed to bridge the gap between the cherished, time-honored brewing process and today’s fast-paced lifestyle, especially for coffee enthusiasts who enjoy Turkish coffee multiple times a day.
MY ROLE
For this campaign, I collaborated closely with the copywriter to develop a tagline that perfectly balanced humor and relatability while emphasizing the product’s unique value. Together, we crafted the double-meaning tagline, drawing on a popular saying that suggests some things can’t simply be done “at the push of a button.”
We flipped this idea on its head, highlighting the effortless ease of our Turkish coffee machine: with just a button press, customers can enjoy the rich flavor and aroma of traditional Turkish coffee in seconds. This clever twist became the cornerstone of the campaign, blending humor and cultural insight to resonate with our audience.
I also led the art direction for the videos, ensuring that each piece brought this playful yet practical message to life. Every video reflected the humor and warmth of the tagline, creatively showcasing the convenience of the machine in scenarios where time is of the essence but quality can’t be compromised.
The result was a campaign that seamlessly combined humor, cultural relevance, and product appeal, showing that even the busiest day could include the joy of authentic Turkish coffee.
4o
Our goal was clear: introduce a modern twist to the beloved tradition of Turkish coffee with a machine that offers the authentic taste of hand-brewed coffee at the push of a button. This campaign was designed to bridge the gap between the cherished, time-honored brewing process and today’s fast-paced lifestyle, especially for coffee enthusiasts who enjoy Turkish coffee multiple times a day.
MY ROLE
For this campaign, I collaborated closely with the copywriter to develop a tagline that perfectly balanced humor and relatability while emphasizing the product’s unique value. Together, we crafted the double-meaning tagline, drawing on a popular saying that suggests some things can’t simply be done “at the push of a button.”
We flipped this idea on its head, highlighting the effortless ease of our Turkish coffee machine: with just a button press, customers can enjoy the rich flavor and aroma of traditional Turkish coffee in seconds. This clever twist became the cornerstone of the campaign, blending humor and cultural insight to resonate with our audience.
I also led the art direction for the videos, ensuring that each piece brought this playful yet practical message to life. Every video reflected the humor and warmth of the tagline, creatively showcasing the convenience of the machine in scenarios where time is of the essence but quality can’t be compromised.
The result was a campaign that seamlessly combined humor, cultural relevance, and product appeal, showing that even the busiest day could include the joy of authentic Turkish coffee.
4o
HANDLING THE UNEXPECTED WITH HOSPITALITY
To further connect with our audience, we expanded the campaign to address relatable, everyday scenarios, like the sudden arrival of in-laws—a moment that often demands a quick and warm response. Drawing on another well-known phrase that likens unexpected events to the push of a button, we highlighted how the Turkish coffee machine makes it easy to serve up a perfect cup instantly. With just a press of the “Najjar” button, customers can impress their mother-in-law with genuine hospitality and the authentic taste of Turkish coffee.
RESULTS
This campaign effectively communicated that our Turkish coffee machine respects the traditional flavor and ritual while bringing added simplicity and convenience. By tapping into cultural sayings and everyday moments, we demonstrated how our product not only delivers on taste but also elevates the coffee experience—no matter the time or place.
