How do you turn a global tech message into a cultural love letter?
By building a creative alliance across continents.
Deimos Creative İstanbul, together with McCann Shanghai and Good People Basically Singapore, co-led the creative development of TECNO’s emotionally charged “Don’t Stop Loving” brand film—launched on International Women’s Day in Turkey. From concept to execution, the project was a powerful celebration of women’s strength, love, and resilience, brought to life with Deimos Creative’s creative direction and visual storytelling, and produced by Line Production Turkey (Deimos Creative’s sister brand) in collaboration with Good People Basically.
1. The Challenge: Humanizing a Brand Through Emotion
TECNO aimed to go beyond features and specs—to tell a story that resonated deeply with the Turkish public. The goal: create a culturally grounded, visually cinematic tribute to the transformative power of love in women’s lives. The narrative needed to align with TECNO’s “Stop at Nothing” philosophy while embracing Turkey’s unique emotional and social dynamics.
2. The Creative Response: Three Women, One Universal Message
Together with our global creative partners, Deimos Creative İstanbul played a key role in narrative design, character development, and visual language.
The film follows three powerful stories:
– Aylin, a volleyball player breaking through family doubt to follow her dream.
– Saliha, a mobile healthcare worker overcoming stereotypes with compassion.
– Merve, an architect and mother redefining what it means to return to the workforce.
Each story highlights the multi-dimensional strength of Turkish women—and the unshakable role of love in their journeys.
3. The Execution: A Truly Global Production Rooted in Istanbul
The project brought together teams from three continents. While McCann Shanghai and Good People Basically Singapore contributed to overall creative direction, the production was led on the ground by Line Production Turkey and Good People Basically, with Deimos Creative overseeing script, structure, casting input and visual design.
The campaign also included real-life activations in Turkey—from red rose giveaways in select tech stores to a #DontStopLoving social media movement that encouraged women to share personal stories of love and empowerment.
4. The Impact: Emotion, Identity, and Brand Affinity
The “Don’t Stop Loving” campaign resonated with audiences by speaking directly to their values—reinforcing TECNO’s place as a modern, emotionally intelligent technology brand.
– 140+ retail activations across Turkey.
– Thousands of organic shares of the film and user stories.
– PR visibility on a global scale, highlighting Turkey as a creative market of importance.
We didn’t just co-create a film.
We co-authored a message of hope, strength, and belonging—through the eyes of women.
