Creative Directors: Erez Rubinstein, Yossi Tzarfati
Animation: Stanga
Sound: Ron Studio

Creative Director: Guy Dayan
Director: Lior Geller
Creative: Doron Drechsler, Dori Ben Israel
Producer: Libby Tishler
Post Production: Oded Grannot
Website: Bee Creations (Eran Bacharach)

Advertised brand: The Viral Workshop
Creative Director: Yoni Zigler
Cinematography: Nadav Hekselman
Producer: Udi Soffer
Director: Yoni Zigler
Production Designer: Li Levi
Voice Over: Noam Aviram
Music: Itamar Ziegler
Post Production: 10Fingers.tv

Results: The interactive campaign got an amazing click rate & all free perfume samples were gone in 5 hours. Click to view the minisite.

Click here to view the ambient campaign by Mizbala, Israel.

Client: Diplomat Distributors LTD – P&G Perfumes
Interactive Agency: Websense Group
Websense VP Marketing: Nisso Larden
Websense Account Manager: Shani Cohen
Websense Art: Lucy Glazen

Stage 1: First they invited teens to enter a sweepstakes by filling out a form with personal data, while secretly installing a cookie file in their computer.

Stage 2: 2 weeks later, DEUS came to life: using the hidden cookie file, they surprised them with personalized banner ads wich seemed to know their birthdays, hobbies, schools and even best friends’ names – in the same way DEUS knows everything about the teens in the series. These messages created panic in the Israeli web: forums and blogs discussed about the hacker who accessed their info. Warning emails were spread, and popular websites got thousands of emails and phone calls from worried parents.

Stage 3: A week later, personalized banners were online again, this time revealing the campaign for the new series DEUS. The campaign was a huge success. It was widely discussed, the first episode brought record TV ratings for “yes” and the series became one of the most watched ever among teenagers.

Solution: A unique integrated creative approach involving simultaneous use of internet and cellular technology where the user got a call from a super-model. Interaction with target audience began on the banner. The banner had a teaser message from the celebrity model Shiraz Tal who asked the user for her cellphone number in order to give her a call. The user filled in her details and immediately received a call from Shiraz, who had a friendly ‘chat’ with her. The user received the perfect illusion of a true conversation with Shiraz who appeared on her computer screen and simultaneously spoke to her on the phone. When the voice session ended the user also got an sms from Shiraz with a cellular ‘coupon’.

The Viral Effect: After having such a fun and engaging experience, a high percentage of users wanted to send it to their friends. The “send to a friend” feature created even a stronger and more surprising experience because the friend received the impression that Shiraz already knew her name and phone number (the sender had already filled in her friend’s details on the site).

Results: The campaign created a big buzz in Israel.Over 30,000 users went through the interactive experience and got the call from Shiraz Tal.The blogosphere got loaded with discussions regarding the campaign and the brand.During the campaign period Pantene penetration in Israel went up by 28% and sales went up by 30% (Nielsen h.h.p). Click here to view the minisite (hebrew).

Our insight: The service is great for the pregnant woman, but it is terrible for her “Jewish Mom”.

The solution: We created Mrs. Sara Weinstock – a full-time Jewish mother, worried about losing her daughter. She posts an online blog to fight the new service which would aim to replace her. Sara uses the net to fight the new service in various forums, carries out guilt-ridden conversations, posts videos on YouTube protesting against the new service, all through her motherly charm, whichincludes offering freshly baked cookies. The blog quickly brings together a cult audience, enjoys tremendous exposure in the various media, and even breaks the boundaries of the Internet, reaching the written press and TV.Sara couldn’t stop the new service, but she enjoyed the fight. Click here to view Sara’s blog.

The goal: Awareness and Sales.

The solution: We have created a fictitious company named “Kidsourcing” run by Amos Keidar, an ambitious entrepreneur. Amos’s rather twisted vision is to provide parenting outsourcing services for parents who just don’t have the time or energy. One day, we launched the Kidsourcing website, which offered promising services, solid customer support with a telemarketing crew and an internet  campaign with the winning slogan: “You take care of yourself. We’ll take care of your children”.

Results: After just one week, the Kidsourcing website created a massive buzz amongst parents all over the country and in the media and managed to put one topic on everybody’s lips:  How does one deal with being a modern parent in 2008? After creating such a hype, everyone knew about the parenting courses provided by our client and were more than eager to purchase these courses, which could help them become better parents in a modern day society.

The solution: Building the world’s first interactive mobile catalogue – the Nokia SMS race. A real live race between 9 Nokia devises, on miniature carts, moved by internet users’ text messages. The user, whose text message put the winning phone across the finish line, won that phone!

The results: The race platform enabled us to expose users to the range of phones. Over 10,000 messages were sent in EACH race. 70 people won new Nokia phones and everyone else online was talking about the races.

Idea: Using the insight that when lights go out in the cinema it’s the signal that puts us in the mood, we created a site that opens only if you switch off the room lights. Physically. Literally.

Creative Execution: A unique webcam-based technology that analyzes the variations in the light’s intensity. Once surfers activated the site, clicking on the trailers redirected them to the full length movie on the “Orange Time” portal.

Results: In one month, orange became the #1 VOD portal in the country. Click here to visit the minisite.

The problem: Our consumers 18-21 year old guys, didn’t see any problem with their existing cleansing products and therefore didn’t feel the need to replace them.

The solution: Positioning their existing soap as female soap and showing them the consequences of using it: feminine soap makes you act like a woman. Since most of our target audiences were soldiers, we decided to create a need for male shower gel, by exposing them to the army’s top secret unit – The male cheerleading squad. A special unit of guys that over used their mother’s feminine soap and became very feminine themselves. We released viral movies of the cheerleading squad, followed by a recruitment ad in the paper, causing a public debate over their authenticity. A few days later, we exposed the entire campaign, and revealed its connection to Axe’s new manly soap. Finally, the cheerleading squad stormed the court at halftime of a nationally televised basketball game.

The results: The buzz was outrageous. The army’s spokesman denied such unit exists and the campaign was widely discussed in the media, which moved tens of thousands of soldiers to look for Axe’s shower gel on store shelves – and gave us all reason to cheer. Click here view the banner or here to view the rich media.

The solution: Extreme banner interaction for the first time in history: a reality show on a banner ad Based on the basic elimination process we all know and love from famous reality shows (survivor, the bachelor, American Idol etc’) we created “The Couch” – a reality show which takes place on a banner ad. 5 contestants challenged each other for the title of “the last survivor on the couch” (each of them telling internet users why they should be the one to win). Internet users were invited to vote off their least favorite contestant. Each day at 18:00 the contestant which got most of the votes was eliminated from the couch. To increase interaction we also opened profile pages in social networks for all of the contestants. 

The results: The campaign was extremely successful – the daily elimination created great interest and suspense among tens of thousands of internet users, who literally got addicted to “the show” and voted each day. Other than that, the campaign created a huge buzz and received great amounts of exposure, both on and offline. Click to launch the banner.

Click here to view the embedded video.

The problem: There seems to be no differentiation between communication companies as employers (Our target audience looks at all call centers the same way).

The solution: Breakthrough personalization, assuring the target audience they’re CV’s are personally read and delivered to Cellcom’s HR division. 2 very special presenters were recruited for this campaign: Cellcom’s CEO (Mr. Amos Shapira) and Israel’s leading and extremely known P.R. man (Mr. Rani Rahav). In the campaign Mr. Rahav asked job seekers to upload their CV’s to a special website. After uploading them, an innovative technological interface we built scanned for certain words in the CV and created a special personalized video in which Mr. Rahav called Cellcom’s CEO and raved about the candidate according to their real skills. At the end of the video the CEO himself received the scanned CV and promised to transfer them to HR.

The results were outstanding: More than 20,000 CV’s were sent within a week, and huge media coverage ensued for the unique campaign – in newspapers, web sites, blogs and even TV shows.

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