Mother’s Day

Turkish Airlines is more than an airline; it’s a symbol of Türkiye’s connection to the world. Known for flying to more countries than any other airline, Turkish Airlines’ communication has always celebrated the joy of travel, discovery, and movement.

For this Mother’s Day, TBWA\Istanbul shifted focus to those who never get to board a plane—not because they don’t dream of it, but because they’ve chosen to stay. In Türkiye, where family bonds run deep and maternal dedication is celebrated, the spotlight was turned toward mothers of children with disabilities, who often put their own lives on hold for their children. Instead of inviting people to travel, airport billboards were used to thank those who cannot, disrupting norms and the brand’s own DNA by making stillness visible in a place built for motion, demonstrating that sometimes the most powerful journeys happen when you choose to stay.

This campaign turned the purpose of outdoor airport advertising on its head. Instead of urging people to travel, it thanked those who didn’t for a higher purpose—specifically honoring mothers of children with disabilities who stay by their child’s side.

Set in airports, the campaign delivered a jarring emotional contrast. While others packed their bags, these mothers packed years of dedication, patience, and love.
This work met its objectives by creating national conversation, enhancing brand perception, and offering a human story rarely told in travel advertising. It was a departure from the norm—for the brand and for the industry.