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

Solution: In addition to the general mass media campaign, we used a unique media approach to help give an extra push. On the top area of the classified page we inserted a ‘hand written’ reminder – including a typical scribble made when checking that the pen is working – quoting, ‘72 hour sale, last day’. This note gave insightful and personal priority to a sale that couldn’t be missed. The following page featured a general mass media ad about the special sales event.

Results: The sales event was a huge success. VW’s goal was to sell 800 cars, but in actual fact they sold over 2,000 cars within 72 hours. The success of the promotion received great PR with no charge and led to the extension of the special sale for an entire week.

VW 72 Hour Sale - Click to enlarge

Cannes Lions: Bronze Media Lions 2009

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.

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.

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

Creative Execution: Our mature mom is determined to retain stability in her family but confronted with uncertainties, such as grown-up kids leaving home for the mandatory Israeli military service. The traditional Friday Shabbat dinner is the pinnacle of reuniting her family each week. But despite her desire to be with the family, she can’t overcome her perfectionist guilt — so she ends up washing the dishes while the rest of the family congregates. We decided to introduce Fairy into her Friday agenda. Our mission: let moms know that Fairy’s superior grease-cutting helps her to wash dishes faster, so that she can get out of the kitchen, and enjoy spending time with her family. Our communication idea was a purposeful call to action: “Mom, come sit with us!” And we let mom’s family itself help make the appeal to their mothers.

Target Audience: We owned the time leading into Shabbat: *TV teasers implored family to “Turn up the volume, mom’s still in the kitchen!” (with the implication that with Fairy, Mom would already be out of the kitchen!) *Homecoming sampling at train stations greeted students and soldiers coming home for the weekend. The samples included a note for the young people to give to their mothers, asking moms to spend more time with their “weekend kids.” *Sampling, signs and reminders at flower stalls – a typical Friday gift purchase for moms – also helped drive home the “Fairy for the Sabbath” theme. *And egg-vertising, with “Mom, come sit with us!” printed on 20 million eggs, helped to remind moms as they prepared the Shabbat dinner. *Non-profits and public figures helped to promote the importance of Friday night family get-togethers, widening the Fairy theme to an even larger social conversation.

Effectiveness: Our Mom-focused campaign achieved a 1st: Fairy leapfrogged Palmolive to the #1 spot in under 4 months and took sustainable market leadership in what had been, a 25-year, Palmolive stronghold. Awareness, purchase intent and “top of mind” scores achieved all-time highs. And Fairy became a new tradition in Israel.

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”.

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

SMS Alert - Click to enlarge

Client: Orange – Partner LTD
Advertising Agency: Shalmor Avnon Amichay / Y&R
Chief Creative Officer: Gideon Amichay
Creative Director: Tzur Golan
Art Director: Asaf Covo

Cannes Lions: Bronze Press Lions 2008
London Awards: Shortlist 2008