Be Happy

Taking on the very first communication of Ülker’s brand-new label Be happy was a true source of joy for us.

With Gen Z as the brand’s target audience, we knew from the start that we needed to understand their world, perspectives, and language. The more we got to know them, the more we avoided speaking in absolutes or making big claims. This approach led us to a slogan that perfectly captures the spirit of the brand: “Could be your new favorite.”

Since young people always place happiness high on their list of priorities, we saw how naturally this product—designed to spark joy—connected with them. To bring that connection to life, we created a unique animated world inspired by the product’s own packaging design.