For years, Bateks served as a production hub for world-renowned lingerie brands. But eventually, the company decided to follow its own path and launch a brand of its own. Naming this new brand and creating its launch campaign was our job.
Bateks, one of the most successful manufacturers in Turkey’s lingerie market, combined its world-class production capabilities with its hidden talent for design, resulting in a rather ambitious lingerie collection.
The character of the new brand had to reflect the confident, open-hearted, humorous, and sincere nature of its founders, while also resonating with consumers who see lingerie as an important form of self-expression—just like outerwear. That’s exactly why we pushed the boundaries a little and gave the brand a bold name: “G.”
For the brand’s launch, we needed a creative idea that would reflect G.'s identity: outgoing, comfort-loving, witty, confident, and modern women. At the heart of our press campaign was the slogan “As it comes from within.” The visuals featured women who, though wearing only lingerie, moved as confidently and comfortably as if they were fully dressed. We shot the campaign photos with real models in real locations—and, of course, drew quite a bit of attention from passersby.
We hope G.'s journey, which began on the streets of Istanbul, continues in other cities around the world and grows into an international brand that reflects Turkey’s creative talent.
