Brief

This print advertisement was created to promote Doğanay’s lemonade—one of summer’s most refreshing favorites—by expressing its cooling effect through a creative metaphor. The visual features a fan designed in the shape of a lemon slice, directly translating the sensation of refreshment into a simple, striking image. With a clean composition and a wordless execution, the focus remains entirely on the product, allowing the promise of freshness to be perceived instantly. The target audience includes consumers of all ages seeking relief from the summer heat.

Insight

In the heat of summer, people don’t just want to quench their thirst—they want to cool down. With this advertisement created for Doğanay, we transformed lemonade’s refreshing effect into a fan, capturing attention through visual intelligence while mentally associating the product with the concept of coolness. The natural character of lemon combined with the cooling function of a fan creates a sensory experience that evokes an immediate feeling of refreshment. 

Awards

• 2011 Kırmızı – Best of Print Advertising Awards - Best Food & Beverage Advertisement – Kırmızı Award