Cannes Zions - Showcasing Israeli creative to the world » Promo

Hugo Boss – Personal Msg

Dori / CZ Team — Mon, 12 Oct 2009 16:16:26 +0000

Concept: ‘Wear it with passion’ on your everyday moments of joy.

Solution: We spotted three target audience on Israeli everyday “moments of joy” and created a personal message for each one, consisted of a branded envelope with the message and a perfume sample.

Scenarios: Women on a wild shopping spree. IDF Soldiers, going home from the base. Women on a lunch break from the office.

Results: High sales especially in retail stores near the base who run out of the perfume during the 3 hours of activity.

Hugo 'Boss Orange' - Click to enlarge

Microsoft – Media Center

Dori / CZ Team — Tue, 08 Sep 2009 23:13:47 +0000

The Concept:
“The Media Center is the future” is for all of us. It is simple to understand, it will be part of everyone homes, it enables you to live the new technological life in the right way. The problem was that Media Center and its advantages are complicated to explain, and a 30 second campaign is incapable of demonstrating and answering all the questions that arise after an initial encounter with the appliance. We decided to solve the problem by creating a futuristic house, where visitors can be guided around by different rooms, observing the new concept of the brand.

Results:
300,000 people experienced and were guided through the house with its new product. Awareness to the Media Center within the target audience rose within a month to 36% and without a supporting media campaign. The number of leads passed on to Microsoft’s distributors was 7,654, which was later translated into 5,412 actual sales of the system. In addition, the joint activity generated a public relations campaign worth $450,000.

Click here to view the embedded video.

Microsoft Media Center - Click to enlarge

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

Christina Aguilera – Hangers

Dori / CZ Team — Sat, 18 Jul 2009 21:52:04 +0000

Based on the concept: “Sometimes it’s all you need to wear”, our mission was to create an unprecedented awareness campaign that will motivate consumers to purchase Christina Aguilera’s new perfume.

Solution: Tens of thousands of quality clothes hangers, with a perfume sample and a branded Christina Aguilera label connected to each hanger, were hung in public locations all over the country.

Results: Reaching over 1,500,000 consumers, the campaign led to the highest sales ever for a new perfume in Israel and got extensive news coverage in newspapers, TV and online. The perfume was sold out in less than a week. click here to view the video in high quality.

Click here to view the embedded video.

Cannes Presentation - click to enlarge

Click here to view the interactive campaign by Websense Group.

Client: Diplomat Distributors LTD – P&G Perfumes
Creative Agency: Mizbala
PR Agency: Shalmor Communications
Creative Director: Guy Dayan
Copywriter: Dori Ben Israel
Art Director: Liat Abadi
Photography & Post: Guy Raz, Tomer Kraus
Production: Tal Meir, Eliav Mendelshon

Tnuva – The Meat Hammer

Dori / CZ Team — Wed, 15 Jul 2009 20:45:06 +0000

Brief: Finding an unusual way to promote a new product: Extra Thin Schnitzel and use an Extra Thin Budget.

Creative solution: A Giant 3D Meat Hammer, which is ordinarily used for tenderizing chicken breasts and make them thinner, was placed on public parking lot barriers. When the barrier opens, the hammer rises, and when it closes, it comes down, simulating it’s use in the kitchen. The many people who pass through every day, received a unique experience in a very unpredictable place.

Meat Hammer - Click to enlarge

Chief Creative Director: Guy Bar
Creative Director: Danny Yaakobovich
Copywriter: Yohai Asher
Art Director: Hadas Liwer
Production: Daniel Eshel

Pilot FriXion – Securiy Check

Dori / CZ Team — Fri, 19 Jun 2009 23:11:44 +0000

Pilot FriXion Erasable Gel Ink Pen was due to be launched in Israel.

Insight \ Concept: Students can cheat and manipulate their grades with this new revolutionary pen.

Solution: We’ve raised up the “Anti FriXion Squad”. Armed with huge custom pen detectors and handcuffs our special unit raided tens of schools all around Israel, searching & arresting students who uses the forbidden pen.

Synopsis: At the beginning the students were faced with a security checking point, after twenty meters they encountered with our crook who gave them free FriXion pens and told them not to listen to the “Anti FriXion” propaganda.

Results: Great interaction with targeted audience & unprecedented ROI, Pilot’s most successful launching campaign ever in Israel.

Click here to view the embedded video.

Anti FriXion unit logo - Click to enlarge

Pilot FriXion – The Dealer

Dori / CZ Team — Tue, 16 Jun 2009 04:27:30 +0000

Stage 2 for the “Anti FriXion” campaign.

Concept: The forbidden pen went underground!

Solution: Black Market! – Pilot FriXion dealers!

Synopsis: Our crook handled the pen on the streets.

Click here to view the embedded video.