ELF

TotalEnergies & ELF wanted to celebrate Father’s Day with a story that would emotionally connect with its core audience: automotive professionals and enthusiasts. The aim was to highlight the deep-rooted tradition of craftsmanship passed down from father to son, focusing on authenticity rather than overt product promotion.

Concept: “Senin Elinde” (“In Your Hands”)
The campaign was built around the idea that mastery is something learned, shared, and carried forward through generations. “Senin Elinde” became a symbolic expression of that bond between fathers and sons.

Film Storyline
The Father’s Day film featured a real-life car mechanic and his son, creating an authentic and heartfelt story. Throughout the film, the father repeatedly asks his son to hand him various tools. This recurring gesture became the central motif of the narrative, illustrating how experience and knowledge are passed from one hand to another, one generation to the next.

Creative Assets
The campaign came to life through a hero film supported by digital and social media content. Visual elements focused on the symbolism of hands as a representation of craftsmanship, effort, and connection. ELF products appeared naturally within the story, reinforcing realism without interrupting the emotional flow.

Results and Impact

“Senin Elinde” resonated deeply with audiences, connecting the brand to universal themes of family, mentorship, and pride in one’s craft. By featuring real people and genuine emotions, the film reinforced ELF’s image as a brand that understands and celebrates the human stories behind the profession. The campaign generated strong engagement on digital platforms and became one of ELF Türkiye’s most emotionally impactful brand moments of the year.