When CMS, one of the world’s largest wheel manufacturers, asked us to design a campaign to excite young minds for their internship recruitment program, we focused on the unique resonance of the word “jant” (wheel) in Turkish. We discovered the subtle yet powerful connection between the words “jant” and “janti” (classy, sharp). By positioning CMS products not just as technical components, but as a fusion of beauty, quality, and style, we named the program: Jantİ.

Farewell to Ordinary, Hello to a Classy Future

At the core of the Jantİ project was the idea of choosing a unique future under the CMS roof instead of an ordinary career path. We shaped our logo design and visual identity with an approach that highlights the difference between an ordinary product and a unique one, blending the energy of youth with the brand’s corporate strength. With the question “Do you want a future with Jant?” (a play on wheel/style), we directly captured the attention of student consumers and candidates in CMS’s innovative world.

Digital Engagement Shaped by Data

The campaign’s success came from the seamless transfer of data obtained from target audience analysis into a social media strategy. To connect with our target audience of university students, we created dynamic social media content, internet banners, and exclusive advertising spaces. One of the strongest pillars of the project was our development of a custom mobile application that managed this internship journey from end to end and digitized the candidate experience.

Success Sealed with Young Talents

Today, Jantİ stands not just as an internship recruitment program, but as one of the classiest and strongest bonds CMS has built with the younger generation. Brought to life with the SALT Creative signature, this campaign proved how technical production can be blended with elegance, and career goals with digital innovation. The doors of CMS are now open to all young talents who wish to shape their future with a “Janti” (sharp) stance.

“We did more than just a recruitment campaign for CMS; we created a career language. By combining the concept of ‘Janti’ with a technical product, we storytellers the place of young talents in the CMS world with a sharp, impressive, and technological perspective.”