Cannes Zions - Showcasing Israeli creative to the world » Public Interest

The Impossible Brief

Dori / CZ Team — Sun, 20 Jun 2010 23:50:49 +0000

Break down the barriers between two nation, Israeli & Palestinians that for a long time have been physically close, yet mentally worlds apart. Rather than ‘out of date’ policies, we need ‘out of the box’ solutions. Let’s show the world that creative minds at their best can inspire even political leaders. The most inspiring solutions will be selected by a join panel of Jewish & arabs adman from BBR group. The winner will receive a ticket to the 2011 Cannes Lions and who knows, you may even win a Nobel Peace prize. Click here to enter the minisite.

The Impossible Brief

WaterAid – Gitam BBDO

Dori / CZ Team — Mon, 17 May 2010 23:39:13 +0000

This videos have been made for WaterAid as part of the YouTube Cannes Lions 48 hour ad contest by Gitam BBDO.

Click here to view the embedded video.

ELEM – Not Welcome

Dori / CZ Team — Mon, 01 Feb 2010 13:59:02 +0000

Ambient PSA for ELEM – Youth In Distress In Israel. Hundreds of fake door mats with the words “Not Welcome” printed on them, were placed outside houses in Tel Aviv.

Israeli Youth In Distress, Click to enlarge

Creative Directors: Guy Bar, Danny Yakobowitch
Art Director: Yuval Davidov
Copywriters: Orel Bitan, Asaf Katz
Account Supervisor: Adi Erlich
Account Manager: Efrat Orbach

Parks Authority – Who?

Dori / CZ Team — Fri, 15 Jan 2010 14:51:07 +0000

Who will clean up after you leave? keep nature clean, keep wild life alive. Press campaign for the Israeli Nature and Parks Authority.

Who will clean up after you leave? Click to enlarge

Chief Creative Officer: Guy Bar
Creative Directors: Igal Hazan
Art Director: Yuval Davidov, Gal shkedi
Copywriter: Orel Bitan
Illustrator: Gal Shkedi
Account team: Adi Cohen, Eldar Avraham, Yonatan Regev

PSA – Don’t Drink & Drive

Dori / CZ Team — Fri, 15 Jan 2010 14:24:41 +0000

Public interest press campaign, Don’t Drink & Drive.

Don't Drink & Drive, Click to enlarge

ICA – Unknown Stains

Dori / CZ Team — Fri, 30 Oct 2009 19:20:56 +0000

If you see an unidentified stain on your body, go see a dermatologist. Israel cancer association. Israel is the no. 2 state in the world with people suffering from skin cancer. Skin cancer can be discovered by a simple checkup for unusual spots and stains on one’s body. In order to Increase public awareness for skin cancer and get people to go and get checked, we came up with a new creative solution, using the environment as the media. We found real stains on sidewalks near the beaches of Israel, and placed framed stickers around them. Thousands of people were exposed to the framed stains, all with the same surprised and overwhelmed reaction.

Israel Cancer Association: Unknown stains, Cick to enlarge

Bekol – Siren

Dori / CZ Team — Thu, 10 Sep 2009 13:31:32 +0000

On August 2009 Israel held a nationwide test of its advance warning sirens. It was the biggest exercise of its kind that the country had ever seen. It was a perfect opportunity to draw attention to one of Israel’s charities called ‘Bekol’ – meaning ‘Loud’ – that helps young deaf people become fully integrated into society

Click here to view the embedded video.

Green Party – Cemetery

Dori / CZ Team — Tue, 08 Sep 2009 22:58:24 +0000

Insights, Strategy and the Idea:
The Red Sea Coral Reef is being killed at an alarming rate – 70% is dead. The Green Party wanted to make the general public, especially reef tourists, aware of the alarming rate of destruction and the urgency of conservation. Our insight is that many people fail to believe that so much of the coral is dead.

Creative Execution:
Our strategy was to communicate to people at the actual time and place where the coral had died in order to create awareness of the destruction and their role in its fate. We created an environmental installation of a “coral cemetery” consisting of 75 floating graves on the site of the Northern Red Sea beach. The graves carried the names of coral reefs that had died. The installation was created during the heavy tourist season targeting the short-term tourists who create the damage.

Results and Effectiveness:
By sign-posting the places where the coral had died we influenced reef visitors to take action and protect the areas where the coral was still living. The story also reached the wider public and was featured on national cable and terrestrial TV news (HOT, Channel 1) and the local press. By gaining extensive “free” media coverage, we succeeded in amplifying our message and putting the Reef’s fate back on the nation’s agenda.

The coral cemetery - Click to enlarge

Cannes Lions 2009: Media Bronze

Latet – Empty Tables

Dori / CZ Team — Tue, 08 Sep 2009 22:29:40 +0000

An Urban Protest Exhibit for Latet, Israeli Humanitarian Aid featuring 1.3 kilometers of empty dinner tables to raise 200,000 holiday meals.

Urban Protest - Click to enlarge

Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yariv Twig
Art Director: Meron Sasson
Copywriter: Sharon Refael
Account Director: Adam Polachek
Account Supervisor: Dana Cogan, Liraz Kolodro
Account Executive: Alon Segal
Office Producer: Marina Akilov, Shira Robas

Cancer Association – Towels

Dori / CZ Team — Thu, 27 Aug 2009 16:27:31 +0000

In order to increase awareness to sun damages and skin cancer, 50 towels with a coal grill print on them were placed on Tel Aviv’s busiest beach. The activity obtained wide media coverage; on TV, local news papers and internet.

Sun exposure kills - Click to enlarge

Twitter – @KinneretStatus

Dori / CZ Team — Fri, 14 Aug 2009 01:41:15 +0000

Water levels are dangerously low, putting the Kinneret at risk of becoming irreversibly salinized by the salt water springs under the lake that are limited by the weight of the freshwater on top of them. In order to promote public awareness, McCann Erickson Israel created a daily twitter account that updates about the Kinneret water levels.

KinneretStatus on Twitter

The Sea of Galilee, also Lake of Gennesaret, Lake Kinneret or Sea of Tiberias , is Israel’s largest freshwater lake, being approximately 53 km (33 miles) in circumference, about 21 km (13 miles) long, and 13 km (8 miles) wide. The lake has a total area of 166 km, and a maximum depth of approximately 43 m. At 209 meters below sea level, it is the lowest freshwater lake on Earth and the second-lowest lake in the world (after the Dead Sea, a saltwater lake). (via Wikipedia).

IDB – Milk Builds Bones

Dori / CZ Team — Mon, 06 Jul 2009 18:13:48 +0000

Israel Dairy Board – Milk builds bones.

Milk Builds Bones - Click to enlarge

IGY – Disassembled Closet

Dori / CZ Team — Sun, 21 Jun 2009 21:44:17 +0000

The ad shows a reversed assembly manual for a closet which is a metaphor for ‘coming out of the closet’ and ends with the tagline: It is easier than you think. The ad encourages teenagers with confused sexual orientation to join Israel Gay Youth Organization (IGY) and get the support they need.

Israel Gay Youth Organization - Click to enlarge

Biomat – The Unreachable

Dori / CZ Team — Sat, 20 Jun 2009 14:50:37 +0000

P&G was re-launching Biomat, a low-priced clothes washing powder, specifically targeting the Jewish Orthodox sector (15% of population). The Orthodox are almost unreachable via traditional media: for religious reasons, they do not own TV’s or radios, and have limited suitable print publications. They also have negative attitudes towards “classic” persuasive advertising. Despite obstacles, the goal was to create a “big-bang” effect, suitable for a brand re-launch.

Media Strategy: The Orthodox have a well-accepted belief (and religious commandment) of aiding the weak. Our idea was to connect this belief to Biomat: Biomat helps you help the needy. The mechanism of the promotion was simple: bring your used/unneeded clothes to us, we will wash them (with Biomat, of course) and distribute them to the needy. The main feature was a Biomat-branded truck with a giant washing machine in the back. Wherever the truck stopped (in Orthodox town centers), people gathered with their sacks of clothing and were able to see how their clothes donations were washed with Biomat.

Creative Execution: We appealed to the target by engaging their core beliefs, and we overcame the media access limitations of the target by focusing on out-of-home activity. An alliance with a non-profit organisation ensured the believability of the campaign, especially important for this target group. Equally important was that Biomat and its superior cleaning properties were clearly and successfully communicated in all materials, including PR.

Integrated Harmonised Effect: The Biomat-branded truck and events were supported by wild street postings detailing the activity and the dates. The in-street communication was also supplemented with insertions in traditional Orthodox print publications, through in-store shelf communication, as well as through huge PR coverage and free publicity.

Value for Money: Biomat’s shares in the Orthodox sector have grown by almost 50% since the activity began. The campaign was a huge success and the client (P&G) is planning to do it again in the upcoming fiscal year.

Click here to view the embedded video.

Biomat - Click to enlarge

Advertiser: Procter & Gamble
Product: Biomat Laundry Detergent
Agency: MediaCom, Trio ACW
Account Executive: Tssipi Becker Manovitz
Media Planner: Inbar Subery
Account Supervisor: Moti Kuteiner

Cannes Lions: Grand Prix Media Lions 2005

Nature Protection – Too late

Dori / CZ Team — Sat, 20 Jun 2009 12:36:24 +0000

Tomorrow is too late, join today, the society for the protection of nature in Israel.

Tomorrow is too late - Click to enlarge

Young Lions – Oxfam TYCT

Dori / CZ Team — Sat, 20 Jun 2009 05:25:20 +0000

One of YouTube Cannes Young Lions 48 Ad Contest winners is Guy Dayan, Mizbala’s Creative Director.

Click here to view the embedded video.

EcoOcean – Turtle

Dori / CZ Team — Fri, 19 Jun 2009 21:40:48 +0000

EcoOcean is an Israeli non-profit organization acting to maintain a healthy marine environment in the eastern Mediterranean and the Red Sea. The organization was established by a group of Israeli scientists in 2002 and has since been conducting research and running ecological education programs.

Click here to view the embedded video.

AIDS Task Force – Doubt

Dori / CZ Team — Fri, 19 Jun 2009 05:33:55 +0000

The objective: To mark the “International AIDS Day”, increase awareness to the dangers of unprotected sex and have more people get HIV tested. Every time you have unprotected sex a nagging little doubt is born. The kind you just can’t get rid of.

Click here to view the embedded video.

Nature Protection – Save Wildlife

Dori / CZ Team — Tue, 16 Jun 2009 15:14:17 +0000

“Save Wildlife” – The Society for the Protection of Nature in Israel.

Save WildLife - Click to enlarge

Cancer Association – The Call

Dori / CZ Team — Mon, 15 Jun 2009 21:38:59 +0000

The objective of this ad is to remind women over the age of 50 to get a mammogram check-up every two years. We chose Fire Alarm bells as a symbol for mental reminders, and designed our frame in a way that implies female anatomy.

Click here to view the embedded video.

Cancer Association – Memos

Dori / CZ Team — Fri, 12 Jun 2009 23:38:18 +0000

The objective of this ad is to remind women over the age of 50 to get a mammogram check-up every two years. We chose sticky notes as a symbol for mental reminders, and designed our frame in a way that implies female anatomy.

Click here to view the embedded video.

Latet – Silent Protest

Dori / CZ Team — Fri, 12 Jun 2009 05:17:08 +0000

The Challenge: To make every possible person aware of the hunger of 1,000,000 Israelis and raise the public awareness, as well as donations, to the cause.

The Creative solution: To create a buzz so loud no one could ignore it, using the strongest tool available: a silent protest. For this we chose the most important protest place in Israel, Rabin Square in Tel Aviv. The square was filled with 10,000 human-like cardboard “demonstrators”, all carrying the same writing: “One million hunger in silence”.

Click here to view the embedded video.

Israeli Food Bank – Plates

Dori / CZ Team — Thu, 11 Jun 2009 23:19:41 +0000

Too many people eat on the streets. When a daily object becomes a new media. Israeli Food Bank wanted to shake people up and face them with a cruel reality they can no longer deny: Hundreds of thousands of Israelis live in hunger. Real food plates are placed in regular steel sewer grates out on main streets and give an exceptional illusion of a kitchen plate dryer, lying on the dirty pavement. The plates don’t just carry food anymore.

Click here to view the embedded video.

Israeli Food Bank - Click to enlarge

Israeli Food Bank – Plates

Dori / CZ Team — Wed, 10 Jun 2009 23:27:14 +0000

Too many people eat on the streets. Israeli Food Bank wanted to shake people up and face them with a cruel reality they can no longer deny: Hundreds of thousands of Israelis live in hunger.

Israeli Food Bank - Click to enlarge

Aids Task Force – Sex

Dori / CZ Team — Tue, 09 Jun 2009 23:43:02 +0000

Prayin to God won’t help. Wear a condom. TV ad for Israeli Aids Task Force.

Click here to view the embedded video.

Internet Shutdown

Dori / CZ Team — Mon, 06 Apr 2009 23:36:26 +0000

On July 12th 2006, 2 Israeli soldiers were abducted by the Hezbollah. To keep their issue a national priority we invited every major site to stop their activity for 5 minutes precisely 1 year after the kidnap and place a message: “The soldiers cannot be found” (resembling the “The Page cannot be found” text appearing when an inactive website is loaded). On July 12th 2007, at 09:05 the internet stopped! Hundreds of Israeli sites joined and posted the message. Local television and radio networks stopped their broadcast, in solidarity. Awareness reached 65% of the population.

Click here to view the embedded video.

Cannes Lions: Silver, Cyber Lions 2008
Cannes Lions: Gold, Promo Lions 2008