Marketing Türkiye / GOOD IDEAS WON!

The 36th Kristal Elma Awards: Celebrating the Best Advertising Campaigns of the Year

This year's 36th Kristal Elma Awards, organized by the Advertisers' Association, celebrated the year's best advertising campaigns during a ceremony held at Rixos Tersane Istanbul on October 7. Unlike previous years, the event included a full-day summit featuring panels, brands, and creative professionals, culminating in an award ceremony where nine Grand Prizes and 115 campaigns receiving Kristal Elma awards were recognized on stage.

Kristal Elma, organized for the 36th time by the Advertisers' Association, adopted a summit format this year, combining the award ceremony with various panels. The day began with a breakfast sponsored by TikTok, the event's main sponsor, and attended by members of the Advertisers' Association Board. Opening speeches were delivered by Burcu Özdemir, President of the Advertisers' Association, and Barış Aldanmaz, TikTok's Head of Türkiye, Central, and Southern Asia. The event featured panels that brought new perspectives to the advertising world, including contributions from figures like Prof. Dr. Özgür Demirtaş and writer Gülse Birsel. Hosted by İbrahim Selim, the award ceremony celebrated creativity within the advertising industry and among brands, marking another milestone in Kristal Elma's legacy as Turkey's first and only event dedicated to rewarding creativity.

With panels supporting creativity during the day and the contributions of partner brands, attendees enjoyed a day that combined experiences, music, and celebration.

A Theme to Remember: "Good Ideas Endure"

This year's Kristal Elma was introduced with the compelling theme, "Good Ideas Endure." The event also surprised guests with thematic elements throughout the venue. Panels began with presentations by global executives of the main sponsor TikTok. Panels featuring advertising agencies, brand managers, and Advertisers' Association Board members delved into intriguing topics, with sessions by Prof. Dr. Özgür Demirtaş and writer Gülse Birsel receiving significant attention.

A Warm Gathering for the Industry

Participants came together in a lively atmosphere featuring sponsor brands' experiential spaces, refreshments, and music. This year's Kristal Elma was supported by:

• Main Sponsor: TikTok
• Venue Sponsor: Rixos Tersane Istanbul
• Cuisine Sponsor: CarrefourSA Lezzet Arası
• Celebration Sponsor: Mey Diageo
• Energy Sponsor: Opet
• Technology Sponsor: Arçelik
• Pleasure Sponsor: Kendine Has

The ceremony, broadcast live on CNBC-e TV and YouTube, turned into a delightful and memorable evening, hosted by İbrahim Selim. After the awards were presented, the night continued with music by Jabbar, offering the entire industry a warm and vibrant atmosphere.

Grand Prize Winners Highlight Creativity

The ceremony, attended by over 1,300 advertising creatives, awarded the following Grand Prizes:

• Digital Category: APC x Şeyma Subaşı project for Karaca by VML
• Print & Outdoor Categories: "Gücüm Bu Kadarına Yetiyor" project for Türk Eğitim Vakfı by Happy People Project
• Media Category: 34th Akbank Jazz Festival – Urban Jazz Impact project for Akbank Sanat by TBWA\İstanbul
• Regional Category: "ÇOK HAFİF" project for KECHY Gıda by Şapka ve Fil Reklam Ajansı
• Design Category: Earthquake Calendar project for İhtiyaç Haritası by TBWA\İstanbul
• TV Cinema Category: 34th Akbank Jazz Festival – Urban Jazz Impact project for Akbank Sanat by TBWA\İstanbul
• Online Film Category: "1 Aylık Ömrün Kalsa Ne Yapardın?" project by TBWA\İstanbul
• Integrated Campaigns: "Yiyenim" campaign for Pidem by Blab

The Young Kristal Awards, sponsored by Akbank, once again showcased the next generation of creative talent in the advertising industry.

Kristal Elma Looks to the Future: Toward a Festival

As technology reshapes every aspect of business, the dynamics of the industry and consumer behavior are undergoing rapid transformation. Advertising and creativity are being redefined in this pivotal era. Kristal Elma, in its 36th year, is also reinventing itself. This year's event featured a full-day summit dedicated to creativity, marking a significant step in fostering closer interaction with the industry post-pandemic.

Burcu Özdemir, President of the Advertisers' Association, shared her thoughts:

• "In this challenging economic climate, with great effort and the support of our valuable sponsors, we organized this day successfully. I extend my heartfelt thanks to the entire Advertisers' Association team, our board, and our supporters. While we received positive feedback for the morning and afternoon programs, the crowd during the evening ceremony was noted as a drawback. We will evaluate all comments as we move forward."
• "In November, we will host two gatherings: one with member agencies and another with young professionals in the industry. We aim to gather more feedback, form project teams, and ensure that the next Kristal Elma will be even better equipped."
• "Our goal for 2025 is to transform Kristal Elma into a two-day festival featuring informative panels, expanded networking opportunities, enhanced participation for young creatives, and events dedicated to celebrating creativity to the fullest."

The 36th Kristal Elma demonstrated the industry's embrace of campaigns blending advanced technology with authentic connections. As Özdemir highlighted, campaigns using AI as a tool while fostering genuine consumer relationships stood out, proving both their impact and worthiness of recognition. The most prominent trend of the year was the combined use of technology and new media, with campaigns by NGOs and cultural organizations making significant waves and earning accolades in key categories.