CMS
A Journey in Style, Born from a Single Word
A careers campaign for young talent, created for CMS’s internship programme and born from the subtle link between the Turkish words ‘jant’ (wheel rim) and ‘janti’ (smart, stylish).
- Client
- CMS
- Discipline
- Digital, Creative
- Year
- 2022
When CMS, one of the world’s largest wheel manufacturers, asked us to devise a campaign for its internship programme that would excite young minds, we focused on the distinctive ring of the word “jant” (wheel rim) in Turkish. We uncovered the subtle yet powerful link between “jant” and “janti” (smart, classy). Positioning CMS products not merely as technical parts but as a union of beauty, quality and style, we gave the programme its name: Jantİ.
Goodbye to the Ordinary, Hello to a Stylish Future
At the heart of Jantİ was the idea of choosing a unique future under the CMS roof over an ordinary career path. We shaped the logo and visual identity to highlight the difference between the ordinary and the exceptional, combining the energy of young people with the brand’s corporate strength. With the question “Jantlı bir gelecek ister misin?” (“Fancy a future with rims?”), we drew students and candidates straight into CMS’s innovative world.
Digital Engagement Shaped by Data
The campaign’s success came from translating audience-analysis data seamlessly into the social media strategy. To connect with our target audience of university students, we created dynamic social media content, online banners and dedicated ad placements. One of the project’s strongest pillars was a dedicated mobile app we developed to manage the internship journey end to end and digitise the candidate experience.
Success Sealed with Young Talent
Today, Jantİ stands not just as an internship recruitment programme but as one of the most stylish and powerful bonds CMS has built with the younger generation. Brought to life under the SALT Kreatif signature, the campaign showed how technical manufacturing can blend with elegance, and career goals with digital innovation. CMS’s doors are now open to every young talent who wants to shape their future with a “janti” attitude.
“For CMS, we did more than a recruitment campaign; we created a career language. By pairing the idea of ‘janti’ with a technical product, we told the story of young talent’s place in the CMS world from a stylish, compelling and technological perspective.”
CLIENT:
CMS
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