epica-awards logo Epica Awards

Epica Awards

Journalist Choice
Paris, France
Cache Anatolian Rug - "The Symbols of Change" by Epica Awards 2023

Filter results by

TitleThe Symbols of Change
BriefTraditionally, 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
Campaign The Symbols of Change
Advertiser Cache Istanbul
Brand Cache Anatolian Rug

Want to see all the credits ? this content is for subscribers only

Subscribe and get unlimited access.

Be inspired by the best creative work from around the world.

Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Chief Creative Officer E..e K...an Subscribers Only
Vice President (VP) E...k O..r Subscribers Only
Chief Executive Officer (CEO) A..i Yor......glu Subscribers Only
Business Leader I..m A...g Subscribers Only
Brand Director ..m G....ik Subscribers Only
Brand Manager T...e O...n Subscribers Only
Brand Manager Y....in Fe.....glu Subscribers Only
Creative Director E...l H..a Subscribers Only
Art Director G...y S....ci Subscribers Only
Copywriter A...na K....az Subscribers Only
Strategic Planner E..i C...r Subscribers Only