Stella Artois, Surveillance Camera - Click to enlarge

Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yaneev Avital
Art Director: Nathan Freifeld
Copywriter: Oz Frenkel
Executive Client Director: Adam Avnon
Account Supervisor: Shiran Chen
Account Managers: Moran Miller, Ester Smilg
Planning Director: Yoni Lahav
Planner: Zohar Reznik

Yellow Pages, X-ray - Click to enlarge

Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yariv Twig
Art Director: Karmel Kamal Abuzlaf
Copywriter: Lior Shoham
Photographer: Menachem Reiss
Executive Client Director: Adam Avnon
Account Supervisor: Shiran Chen Barazani
Account Manager: Ester Smilg

Dude, where are the holes? Click to enlarge

Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yaniv Avital
Art Director: Nathan Freifeld
Copywriter: Oz Frenkel
Account Director: Adam Polachek
Account Supervisor: Tal Cohen
Account Executive: Revital Levy
Production: Hagai Ramati

Toshiba LED TV, Click to enlarge

Chief Creative Director: Gideon Amichay
Executive Creative Director: Nir Livni
Creative Director: Eylon Goren
Art Director: Alon Zaid
Copywriter: Shuki Berg
Photographer/Illustrator: Ofer Avioz

Client: TEVA Optalgin
Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yaniv Avital
Copywriter: Oz Frenkel
Art Director: Nathan Freifeld
Executive Client Director: Adam Polachek
Account Supervisor: Tal Cohen
Account Manager: Revital Levy
Planning Director: Yehoram Davidi
Planner: Liron Shecter
Office Producer: Shira Robas
Production Company: Gefen Productions
Director: Eyal Gefen
Photographer: Dani Shneior
Post: Primus
Sound: SoundHouse

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

Objective: Promote the new Direct Insurance “Catastrophe Coverage policy” that covers unpredictable damage.

Creative Execution: Burn up the commercial at the cinema. Show unpredictable damage can happen even at the cinema… even to direct insurance itself. During a live cinema screening, our Direct Insurance commercial, staring “Murphy” (from Murphy’s Law that states that “whatever can go wrong will go wrong” burnt up Live before the eyes of all people in the cinema. NOTE: In 2008, at most modern cinemas complexes, such an interruption stands out more than ever.

Results: As a direct company, Direct Insurance knows exactly how many calls and sales every ad generates. However, the “Burnt Ad” was unusually effective and delivered better results than a regular ad: +14.8% more proposals (July 08 vs. July 07) +50.4% more proposals (July 08 vs June 08) Note: The commercial also ran on TV. These results include cinema and TV.

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”.

Execution: We sent the video to every advertising and copywriting school in the country, and uploaded it in every ad forum and ad blogs. This helped us reach nearly 95% of the relevant professional population, Israel’s advertising community.

Solution: The Creative Solution We decided to create a viral video that would generate a mouth-to-ear response. With the help of the children of our Executive Creative Director (these are his real children), we showed a humoristic perspective of their lives look like while dad is at the office. With it we delivered an emotional message: Help these miserable children – send me your CV’s.

Result: The Result A stunning effect: In just 3 days, more than 200 young copywriters sent their CV’s. The best one of them is currently working at the agency. The Children were saved…

Save the children - Click to enlarge

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