YAPI KREDI BANK
GARY&METIN CAMPAIGN
In 2016, the banking sector in Türkiye was caught up in a fierce race for “digitalization.” Most banks offered similar features and mobile applications, but Yapı Kredi needed to stand out in the eyes of consumers by highlighting one of its most important brand values: innovation.
We positioned Yapı Kredi as a brand superior not only to its competitors’ banking technologies but also to all forms of technology and intelligence. We imagined a humanoid robot escaping Silicon Valley before its intelligence was fully loaded and named him “Gary” (a name that sounds American but also resembles the Turkish slang word for “dumb”).
This humanoid robot was capable of flying, opening his chest to store gadgets, and featured a clean-cut design with smart details. After five months of sketching and discussions with 3D artists, we finally brought to life our friendly and slightly dim-witted anti-hero.
The protagonists of the campaign were two famous comedians: Murat Cemcir and Ahmet Kural.
The campaign lasted three years and became a huge success across the country. It won multiple Effie Awards and is still remembered for its smart, well-written dialogues.
In the series, Gary behaves in a very Turkish way, —through his gestures, mimics, and jokes. Like offering a typical Turkish tea treat.
METİN
Metin is an ordinary man who uses Yapı Kredi's banking technologies in his daily life. His life changes completely when Gary crash-lands in his backyard. Despite often getting tired of Gary’s jealousy and foolishness, he still feels the rightful pride of defeating him each time with his technology.
THE LAUCNH FILM where Gary meets Metin for the first time
GARY: Gary is a half-intelligent humanoid robot. He escapes from Silicon Valley before his intelligence upload is completed and ends up in Turkey, at Metin’s house. He is kind-hearted but not very intelligent. The name “Gary” sounds very American, but in Turkish slang, it also implies "stupid."
In the series, Gary tries his best to make Metin happy with his advanced technology, but unfortunately, he fails each time against Yapı Kredi’s Digital Technologies.
The Digital Film telling the story of Gary escaping from Silicon Valley
A special promotional campaign offering a trip to Silicon Valley for young banking users. For this film only, we introduced an evil character in Silicon Valley—a coffee machine robot version of Gary.