Cannes Lions
SENFONICO, İstanbul / NETFLIX / 2020
Overview
Entries
Credits
Background
Netflix original Dark with its 33 year time jumps and the complex story had made its own audience and turned into a cult series. We had the mission of making our fans experience 1986 in the year 2019. To do so, we chose the famous communication platform of the 80s, which also has an important place in the series, radio. We aimed to have our fans listen to a radio program on one of the most popular radio stations in Turkey as if they are in the year 1986.
Idea
Dark was a series about 33 year time jumps. We decided to give the fans an experience of 1986 in 2019. Using radio, we went back in time 33 years. We created a program as if we’re i 1986 by partnering with the most listened to radio broadcaster of the time Izzet Öz and famous government radio artists. In the news, we talked about British - French relations in relation to the English Channel, during the sports news we talked about the 86 World Cup, for the weather we gave the report from 1986. We didn’t forget about the ads, for instance, we promoted washing machines given in return for coupons. We flourished all of this with a special sound design to give it the feel of the year 86.
Strategy
We chose the medium that can show the difference between the past and today in the series Dark which is about 33-year time jumps, in the starkest way, radio. We broadcasted our project during prime time on one of the most listened-to radio stations of Turkey, Radyo Eksen.
Execution
We partnered with the most listened to radio broadcaster of the time Izzet Öz. We also included radio artists that worked on government radio stations at the time. Our research was on the era’s weather, sports news, ads, and sound design. We found the words that were used in the jargon during that era. We compiled all of the data. We integrated the transitions, the static, in short, most sounds that you are used to hearing in the 80s broadcasts into our project with sound design. In a month, our project that 5 different voice actors worked on and with 2-day long recording sessions was live on Radyo Eksen’s, one of the most listened to radio stations of Turkey, prime time.
Outcome
The project was done on Radyo Eksen, one of the most listened-to radio stations in Turkey on the digital and web. Radyo Eksen’s thousands of loyal listeners were interested in the project. The conversation around the series Dark increased. It became one of the most-watched series in Turkey.
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