Rather than taking time out from technology when we’re feeling overwhelmed by our busy lives, we often reach for social media and our devices to distract us. Body spray brand, Axe, organized a number of silent concerts in Istanbul, where fans could see well known Turkish bands perform through a glass window. To hear them, you had to connect to the Axe Black WiFi channel, which simultaneously disconnected you from all social media.

The silent movement had a reach of 6 million, was a trending topic and Turkey’s most tweeted outdoor project.