Six stages of a woman’s life from early childhood (3-4 years old) to motherhood were shown in the spot. All these stages were shown in order at the end of the spot. Special advertising panels were used in predetermined main spots to support this creative idea. Rather than normal sizes, three advertising panels were lined up from small to large depicting childhood, teenage and motherhood stages as in the spot. Thus a different outdoor activity overlapping with the campaign idea is performed. Use of advertising panels this way was a first in Turkey.

Although not a quantitative result, the project became a byword and created a lasting impression.