Every country has its specialty. Germany has the beer, Italy has the pizza, America has the hamburger. And Turkey has the doner (AKA shawarma, also shaurma). But even in its own country, there has never been a doner brand. Like the rest of the world, the Turkish fast food market has been dominated by burger brands. How do you break into the cut-throat market dominated by global brands like McDonald’s and Burger King?

A “burger” is not just food, it represents the American culture. Turkish people are proud of their country and we wanted to remind them that they had a better option. Their own traditional fast food.

KasapDoner is made of 2 individual words. Kasap and Doner. In Turkish, the word "kasap" means "butcher". The founders have been butchers since 1946 so I wanted to highlight their expertise and heritage. This is also communicated through the cleaver in the logo.

Designing the all-black company vehicles was one of my favourites. They are like Batmobiles of fast food.

I came up with three short TVC’s and used the most symbolic feature of doner as the hero: the doner knife. The campaign was built on the political and social tensions between Turkey and the US. In each film, we see the knife cut something that represents American culture into two. Although the imagery is quite universal, I kept the music in line with the local trends to amplify the impact on the audience.