This advertisement was created for Ketenci İnşaat to emphasize trust and transparency in response to the widespread perception of “unfinished projects” and “unkept promises” in the real estate sector. Drawing inspiration from the fairy tale Hansel and Gretel, the visual of a candy-made fairytale house delivers the message “Don’t fall for sweet promises!”—representing the embellished promises often seen in the industry—while highlighting the reliability of Ketenci İnşaat’s completed projects. The target audience consists of conscious consumers considering home purchases or investments who value project realism and on-time delivery.
In the construction industry, buyers’ biggest concern is that visually impressive projects may never become reality. With this advertisement, Ketenci İnşaat addresses this concern directly: “What you see is what you get.” By standing apart from the uncertainty behind sweet and tempting promises, the brand differentiates itself through completed, trustworthy projects. This is not merely a housing offer, but a promise of trust and honesty. Through a strong and witty visual language, Ketenci İnşaat’s press advertisement conveys that buyers should see real projects—not dreams.
2012 Kristal Elma Awards – Silver Apple
