Advert title: Plot Twist Campaign name: Plot Twist Media: Innovation, Digital, Experiential Advertising School: Miami Ad School, Mumbai, India + Miami Ad School, New York, USA Advertiser: Amazon Brand: Echo Dot Kids Edition Art Director: Jordan Bromberg Copywriters: Palak Kapadia, Rohit Wani
Synopsis: When children hear stories, they use them to make sense of the world. It shapes how they think and affects choices they make even later in life. Most fairytales we’ve grown up with reiterate toxic gender roles by conditioning kids to think girls must be beautiful and docile while boys must be strong and violent, or they’re simply not good enough. If we want to change how kids see themselves, we need to change the narrative of stories they’re being told. Presenting Plot Twist – an AI-based personalised and interactive storytelling experience with Alexa on Amazon FreeTime. Our little reminder to kids that they can be whoever they want to be.
Kindly note that this is STUDENT SPEC WORK and has not been commissioned by the brand.
Title: Run The World School: Miami Ad School San Francisco Art Director: Renny Eackelbary and Connor Witt Copywriter: Hatem El Akad Description:
In a national survey of runners, the number one thing millennial runners say they want to learn about are the best places to run when on vacation. So Brooks wanted to uphold its run happy motto by combining the two things millennials love: running and traveling.
Introducing Run The World, the program that turns new running routes into travel destinations
February is the month of Love, and Valentine’s Day adds a spark of celebration to it. But a relationship isn’t just about love, it’s about equality, respect and a lot of understanding. As we celebrate Valentine’s Day on the 14th of February 2020, Coffee Culture urges you to not just share the love, but #SplitTheBill!
This campaign by Coffee Culture focuses on gender equality in all terms. With the initiative #SplitTheBill, Coffee Culture wants to spread the message that no matter the gender, it is essential to partake in all activities equally, the benefits, & the payments, literally & figuratively.
Title: Time To Act
School: Miami Ad School San Francisco
Art Directors: Donghoon Lee
Copywriter: Hatem El Akad and Erica Yoshimura
Description:
With the rise of access to information came the rise of disinformation. What you may not know is most of this disinformation came from one place: Velez, Macedonia.They’ve spread hundreds of lies affected a national election, manipulated thousands of people. And no one has done anything to stop them…
So we The Times, the only newspaper that can be quoted in the court of law, decided to take matters into our own hands: By suing Velez. We brought them to court, citing The Defamation Act 2013. As the only newspaper that can be quoted in the court, we believe it is our duty to know times and more importantly, fight for it. And that means holding liars accountable.
Art Directors: Donghoon Lee and Paola Delgado Cornejo
Copywriter: Hatem El Akad
Description:
In today’s world, stress, work and responsibilities are on the dramatic rise. People continue to push themselves to attain their goals and handle their responsibilities. The problem is also amplified with our dependence on and excessive use of technological devices.
The problem is that people do NOT think they should take a break. And when they do, they feel guilty because they feel the need to push themselves further. They think their body is playing tricks on them or that they are slacking off. So iHelp is here to tell you when you really need a break, and how to productively make use of one.
Advertising is expected to be bold and unconventional. Sherpa, a creative marketing agency in Helsinki, decided to take marketing to a whole new level by briefing its competitor to do an ad for them without seeing it before its publishment.
A Finnish marketing agency Sherpa has done something so unusual that it might just be the boldest marketing act of all time. Sherpa has reserved the front page of the biggest business newspaper in Finland and given its biggest competitor, TBWA\Helsinki, a free hand to design their ad without being able to see it beforehand.
Advert title: Watch for Red Flags Campaign name: Watch for Red Flags Media: Digital Language: English Headline and copy text: Watch for Red Flags: Opioid Addiction is closer than you think Agency: Miami Ad School Brand: Netflix Art Director: Caro Latorraca Copywriters: Margherita Teodori, Daphne Lefran Short description:
Someone close to you may be battling an opioid addiction, but you may not realize it. Knowing the signs of addiction can stop the problem before it’s too late.We make the public aware of the red flags of opioid addiction with the help of the people we love and know best – the characters of our favourite Netflix series.
THE PRINCE IS BACK … this was the headline broadcast by Belgian Royal Soccer Club Anderlecht on Sunday at midday. Just four words, but they sent a chill down the spines of everyone who loves the mauves: legendary soccer player Vincent Kompany would be coming home. A whirlwind decision for Vince the Prince, for Anderlecht, and for Branded by Geronimo, the communication partner that masterminded the viral campaign video #Theprinceisback.
RSC Anderlecht and Branded by Geronimo tell a princely tale.
THE PRINCE IS BACK … this was the headline broadcast by soccer club Anderlecht on Sunday at midday. Just four words, but they sent a chill down the spines of everyone who loves the mauves: legendary soccer player Vincent Kompany would be coming home.
A whirlwind decision for Vince the Prince, for Anderlecht, and for Branded by Geronimo, the communication partner that masterminded the viral campaign video.
Children adore being superheroes. They play with superhero dolls and mimic their signature moves, climbing on the couch just to jump off it seconds later in an attempt to fly soaring through the air just like Superman, Wonder Woman or whichever superhero is the latest flavour of the month.
But unlike superheroes, when kids go wild they can get hurt and break an arm. And when that happens, they are the farthest thing from being a hero … and their tears just leave us adults feeling helpless and powerless.
It’s exactly for cases like these, that the Meuhedet Health Fund launched a new and unique Augmented Reality experience: “Little Superheroes”. Starting today, all doctors treating kids for broken arms will apply onto kids’ casts a special band which when scanned through the health fund’s app turns their arm into a bionic arm – complete with laser beams, spikes and other superpowers – just like their favourite heroes. A sure way to make kids’ tears stop almost instantly and ensure that instead of sitting at school in a corner of the playground while their friends play – they are able to take part and become the heroes of the playground.
Advertising Agency: BBR Saatchi & Saatchi, Israel Chief Executive Officer: Ben Muskal Chief Creative Officer: Yaron Perel Creative Director: Kobi Cohen Copywriter: Nofar Birenbaum Art Director: Shani Sofer Chief Technology Officer: Roy Zoaretz Project managers: Alina Yavsenko, Nofar Birenbaum Digital Creative Director: Naor Itzhak VP Client Services: Aviv Benzikri Account Supervisor: Rotem Mizrachi Yoshia Account Executive: Hilla Rahimi Planning Information Specialist: Eva Hasson VP Content & Production: Iris Yisraeli Producers: Bosmat Ben David, Maya Palmon Video Editor and Director: Leehou Porat Studio BBR Manager: Yaron Keinan Studio Traffic: Mor Hay Traffic Director: Ronit Doanis Studio BBR: Zehava Gonen Greenberg, Chen Ariel Graizman, Masha Varshitsky, Noam Carmel, Jenny Gindus, Dana Schossberger, Eyal Vinitzer, Gabi Levi Elkayam App development: Appearia
How do you recount the story of the Holocaust to today’s youth in a way that will make them sit up and listen? You grab them by the guts on the right medium.
Meet @eva.stories – a first person account of Nazi persecution.
Eva Heiman, a 13-year-old girl from Hungary who perished in Auschwitz, left a diary describing the last months of her life. • In preparation of the Holocaust Remembrance Day, her diary will be adapted into more than 50 Instagram stories depicting her life which will be published every 30 minutes on @eva.stories Instagram page set up especially for this purpose.
Imagine what would have happened if the Jewish kids who lived during the Holocaust had had a smartphone, social networks and could have documented what was going on? That was the starting point for ‘Eva’s Stories’ – a unique new Instagram series which will for this year’s Holocaust Remembrance Day, over a period of 24 hours, issue a new story every 30 minutes documenting the life of Eva Haiman, a 13-year-old girl from Hungary who perished in Auschwitz, and left her diary behind.
When the Nazis invaded Hungary in 1944, Eva Heiman was a 13-year-old girl living in the town of Nagyvarad. She began to write a diary on her birthday, February 13th 1944 and stopped on May 30th 1944 – just three months later and three days before she was deported by train to Auschwitz, where she perished.
75 years later, her story has been adapted into a special film project produced and created by hi-tech entrepreneur Matti Kohavi and his daughter Maya, who invested millions of dollars in the project. To do that, they adapted Eva’s personal diary into a screenplay and together with a team of 400 production people, actors and extras, they reconstructed Eva’s life and filmed it in Lviv Ukraine.
“We took the diary and actually translated it into a full 70-minute film,” Mati Kochavi explains. “It is one of the biggest projects that Instagram has ever done.” We asked ourselves what would happen if Eva, instead of a pen and paper for writing a diary, had a smartphone and Instagram. That’s when we decided to shoot the entire film with a smartphone or a camera that simulates the smartphone, with the girl always holding the camera, and the entire film being shot from her perspective”. Kochavi adds that “the idea was to build the environment in which Eva lived and supposedly photographed what she was sending to her friends.”
Eva’s story will be recounted on the special Instagram page set up in her memory for Holocaust Memorial Day. During 24 hours, her life will be brought to life through still images, text passages and stories that will let the audience bear witness to events that took place during the last months of her life – from getting to know her family and friends, through to the Nazi invasion of her city, the uprooting from the house, move to the ghetto, violence and torture she survived, right up to her boarding the train to Auschwitz.
When asked Maya Kochavi said: “The stories will turn Eva from a nameless face into a colorful, lifelike and relevant figure that tells about of her life and what’s happening in it in much the same way millions of people around the world today document their everyday lives”.
Working with Leo Burnett Israel to get the word out, the campaign launched with billboards and a teaser trailer video “What if a girl during the holocaust had Instagram?” and influencer activation strategy. Within hours it sparked a nationwide conversation and @eva.stories Instagram page became the first commercial Instagram page in Israel to organically gather over 120.000 followers in a week. While over 1,000 influencers and Israeli celebrities have already posted about Eva’s Stories, the real win so far is to see the number of youngsters who have signed up to the page and are for the first time discussing Holocaust Day ahead of time.
So when does the page kick-off for real? On May 1st. Posts will appear every 30 minutes until 10:00 AM on May 2nd the time at which the siren will sound and people all over Israel will stand still for a one minute of silent remembrance. Time at which we will also air Eva’s last story – right before she was shipped off to Auschwitz, never to return.
To follow our stories on Instagram: @eva.stories
Project credits:
Screenplay: Maya Kochavi & Mati Kochavi Direction: Mati Kochavi & Mayv Kochavi Executive producers: Mati Kochavi & Yona Wiesental Production company: Pov Productions, Color film Producers: Neta Karni & Hadar Albaranes&Liat Lehavi Dop: Lael UtnikLine Producer & 1st AD: Shabtai Itzhak Eden Editor: Arik Lahav Leibovich Research: Dr. Liran Gordon Client: K’s Galleries
Agency credits: Agency: Leo Burnett Israel CEO: Adam Polachek VP Creative: Ami Alush Chief Client Director: Idit Zukerman Creative Team: Oren Ben Naim, Meital Miller Account Supervisor: Orian Liber Account Manager: Reut Frid Studio Manager: Sagi Valenstain Media: Publicis Media Marcom: Eva Hasson
