Here is a disturbing fact: A survey carried out among Israeli children and teenagers found that most Israeli children would rather experience physical violence than experience bullying. Today’s reality however is harsh. If before the advent of social media bullying ended at the gates to school; today with much of kids’ social lives managed via platforms like Whatsapp, Instagram and Facebook, bullying goes way beyond the schoolground – following children throughout their day, whether they are at home or at after school sports activities. And when you’re being picked on, when you’re excluded from the class Whatsapp group, shamed on Facebook by bullies hiding behind their keyboard, the scars stay with you well after you graduate. Bullying is cruel and heartless and can lead to harsh consequences and in some cases even suicide. But rather than appeal to the bullies or reach out to the victims – we decided to opt for an audience that carries a lot more sway – the silent majority who sit on the sidelines. The kids who while they do not take part in the boycott, also do nothing to stop it. The campaign initiated by the office of the President of the State of Israel, Mr. Reuven Rivlin, under the hashtag #Don’t_Just_Stand_By, was created in collaboration with stars and influencers children love and aims at empowering the silent majority by directing them to a website with tips to help them fight bullying and not stand idly by.
The campaign, which launched just a few days ago, has so far shown amazing results:
A campaign for a new Cancer Association dedicated raising awareness to the needs of young adult cancer patients.
Every day in Israel, ten young adults ages 18-40 find out they are have cancer. Still, the country’s support system does not recognize this age category as a population with special needs.
Quite the opposite in fact. For many of these young adults who are just starting out in life – starting a family, buying an apartment, beginning their careers; getting cancer means getting stuck.
Why? Because young cancer patients (and even recovering young cancer patients) can’t get a mortgage, women cancer patients are not told to freeze their eggs (in spite of what you can imagine cancer treatments may do to their ability to conceive & have a baby) and 60% of them are not hired back to work. For them, getting cancer means getting stuck.
The “Stop Cancer” association was created to change that and provide a network of support for young adults with cancer. Therefore, in honour of the first ‘Young Adult Cancer Awareness Week’, we launched #The_Cancer_That_Stuck_Me.
The idea behind the campaign was to emphasize that while a ‘regular’ 29-year-old, buying his first apartment, life is on track to move forward, the life of another person that same age, who just was diagnosed with cancer, suddenly gets stuck. While he is asked to deal with the disease, once recovered buying an apartment will be an impossible dream as he will not be eligible for any funding or mortgage.
The campaign carried which was carried out on every media platform available, attempts to illustrate our cancer patients getting stuck and began with organic Instagram stories which hit a nerve and spread everywhere as hundreds of celebrities joined our cause and shared their stories. Live prime television broadcasts froze, live radio broadcasts got stuck as did TV Promos, Movie trailers and YouTube pre-rolls. Even Israeli President Mr. Reuven Rivlin voiced his position in support of our goal.
Agency Credits: Advertising Agency: BBR Saatchi & Saatchi, Israel Chief Executive Officer: Ben Muskal Chief Creative Officer: Yaron Perel Creative Director: Kobi Cohen Art Director: Gali Divon Account Supervisor: Moran Darzi Account Executive: Adva Aviad Media Strategy Manager: Ronit Shekel Marcom Director: Eva Hasson VP Content & Production: Iris Yisraeli Producers: Livnat Alon Photographer: Ron Kedmi Video Photographer: Leehou Porat Video Editor: Tom Lin Original Music: Yaya Cohen Aharonov Studio BBR Manager: Yaron Keinan
Studio BBR: Zehava Gonen Greenberg, Masha Varshitsky, Noam Carmel, Jenny Gindus, Eyal Vinitzer, Gabi Levi Elkayam, Robert Mizikovsky
Stop Cancer Team: Marketing & Strategic Manager: Adi Muggia Community & social network Manager: Yifat Mor Minisite Content Manager & copywriter: Sharon Shinar Minisite Technical operator: Liran Rozen (Anova company)
Tal Center non-profit organization Team: CEO & Stop Cancer project manager: Shira Segal Kuperman Chief Executive Officer of Foreign relations & resources developing: Saar Amir Operation& publicity manager: Shani Adelshtein Tal Center Founders: Zohar & Yankale Yakobson
Ben Horin & Alexandrovitz Public Relations Team: Head of Public Sector Department: Amit Melnik Team leader: Ortal Elias Media consultant: Yuval Mor
The Eurovision song contest is the biggest musical event in the world and this time it’s taking place in sun filled Tel Aviv – the ‘city that never sleeps’. In total, some 18.000 tourists are expected to make their way here. That’s why Para Chocolate, Israel’s national chocolate brand thought up a way of making their stay super sweet and at the same time give them a taste for the place they wouldn’t forget.
Working with one of the country’s best chocolatiers, it created Para Chocolate’s ‘Sweet Advisor’. A map of Tel Aviv made entirely of Para chocolate that not only details the city’s sweetest spots – but the city’s best kept secrets and places only the locals know about but make Tel Aviv what it is.
The map which awaited them on their bed at Brown and Atlas Hotels throughout the city, pinpointed over 10 points of interest in the city including:
The Shuk HaPishpeshim Flea Market – one of the city’s most colorful places where you can find vintage items while walking through the market’s picturesque side streets filled with bars and restaurants.
The Habima Square – one of the city’s most beautiful squares and home to the Habima Theater with its sunken garden in which we recommend sitting and drinking a beer from one of the nearby bars and cafes.
The Rabin Square – where you’ll find the world’s largest concentration of peace doves.
The Brown Bar – Located at the Brown Hotel which offers a real Tel Aviv kind of atmosphere and the best cocktails this side of the Middle East.
While our chocolate is probably too good to share, we’re pretty sure our visiting music fans will share the knowledge with their friends to make sure they have a stay that really rocks!
Credits:
Advertising Agency: BBR Saatchi & Saatchi, Israel Chief Executive Officer: Ben Muskal Chief Creative Officer: Yaron Perel Creative Director: Shay Israel VP Content & Production: Iris Yisraeli Producers: Nurit Rimon and Tali Sasson Digital Creative Director: Idan Kligerman Art Directors: Gal Porat Copywriter: Ran Even VP Strategy: Yossi (Joe) Baruch Creative Strategy: Eva Hasson Strategic Planning Supervisor: Zemer Doron Strategic Planner: Assaf Hauschner Regev Strategic Media Planner: Ronit Shekel Traffic Director: Ronit Doanis Traffic: Mor Hay VP Client Services: Lee Bryn Account Supervisor: Ronny Chaikin Account Executive: Michal Kadosh & Sapir Seren Studio BBR Manager: Yaron Keinan Art Directors Studio: Gabi Levi Elkayam Studio BBR: Masha Varshitsky Video Editor and Director: Leehou Porat Marketing content: Hadas Cohen
FIREWORKS C.E.O & Chief Creative Officer: Yariv Twig FIREWORKS Studio Manager: Livnat Tasa FIREWORKS Studio: Assi Eliovich & Omri Tal
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
It’s been 70 years since a British dignitary let alone British Royalty has visited in Israel. By Israeli standards this is a wonderful opportunity for celebration and an even better one for brands to give the young prince a royal welcome ‘Israeli style’. That is why Super-Pharm, Israel’s largest drugstore chain, working together with BBR Saatchi & Saatchi advertising bought up a huge billboard space at the entrance to Jerusalem along the Prince’s schedule journey into the capital.
The billboard meant for the fair skinned and slightly balding young royal, tells him that the London sun is nothing compared to the scorching Israeli sun and kindly nudges the prince on to buy and apply Life Sunscreen. But while the billboard’s message seems mostly straightforward and innocent, it of course could not refrain from poking a little fun and derision at the “Sun” British Daily Newspaper known for grilling the royal family any occasion it gets.
Credits:
Client: Super-Pharm
Agency: BBR Saatchi & Saatchi
C.E.O: Yossi Lubaton
VP Clients: Ben Muskal
Chief of Creative: Idan Regev
Creative Director: Yair Zisser
Copywriter: Ronni Azulay, Ran Even
Art director : Ori Hasson
Clients Director: Noa Sharf
Account Supervisor: Shirley Tamar Konka
Studio ATL: Yaron Keinan, Chen Graisman
Publicis Media: Gilad Sterenberg
Bekol, Israel’s Organization for the Hard of Hearing, hacked Israel’s Spotify launch to deliver a message to the country’s young music lovers.
Spotify has been available abroad for years, but in Israel it just landed this week! As an anticipated launch by Israel’s many youngsters and music lovers, it was a dream opportunity for Bekol, Israel’s Organization for the Hard of Hearing, to speak directly to youngsters.
Why? Because with most youngsters using earphones to listen to music at increasingly higher volumes, the average age for getting a hearing aid is dropping. In fact, medical authorities have reported that people as young as 40 are now finding they need a hearing aid.
With this in mind and knowing fully well that Israeli youngsters would automatically search for Spotify on google, we bought google adwords and promoted a site with a very similar domain name as Spotify: spotify.org.il.
Youngsters who fell into our trap were taken to our Spotify lookalike website and presented with a message they did not expect:
‘Spotify is now available in Israel, but not for the thousands of hard of hearing.
Playing music too loudly means many youngsters are finding out they may need a hearing aid by the age of 40. Bekol, Israel’s Organization for the Hard of Hearing, is here to help prevent that and you can help’.
So as not to antagonize Israeli youngsters who’ve waited for Spotify long enough, we gave them 30 seconds to read our message (&donate) and then we automatically redirected them to the real Spotify website.
Hacking Spotify paid off as we managed to get up close and personal with the internet’s hardest to reach demographic and confront them with a message which they may not want to hear, but may not be able to in the near future.
Credits:
Agency Credits: BBR Saatchi & Saatchi
Client: Bekol, Israel’s Organization for the Hard of Hearing
CEO: Yossi Lubaton
Chief Creative Officer: Idan Regev
Creative Director: Kobi Cohen
Creative Technology Director: Roy Zoaretz
Copywriter: Ran Even
Art Director: Shani Sofer
VP Content & Production: Dorit Gvili
VP Client Services: Ben Muskal
Account Executive: Shiran Atuan Rachamim
Marcom Director: Eva Hasson
Video Editor: Leehou Porat
Losing a child, a husband, a brother, a daughter, a sister or simply a loved one is always painful. But when it happens before their time, because of hate, human belligerence and fear of the other – it is intolerable. Almost unbearable and extremely hard to carry.
So naturally, people tell you to be strong. But who wants to be strong when it is a loss you are reminded of every day. In the smiles of others but also in the void that is left behind. A void and emptiness it takes superhuman strength to deal with – not to overcome because you don’t overcome this kind of loss.
So the little energy you have left, you dedicate to making sure this doesn’t happen again.
To someone else. To another mother, sister, wife or daughter.
For International Women’s Day, the women of the “Palestinian Israeli Bereaved Families for Peace” are reaching out with a message of empowerment to women everywhere and a prayer:
To all you women out there, we wish you to be strong.
Strong enough to protect your loved ones.
Strong enough to teach them to resolve conflict through dialogue.
Strong enough to prevent the next loss.
Not strong enough to mourn it.
Credits:
Agency Credits: BBR Saatchi & Saatchi
Client: Palestinian Israeli Bereaved Families for Peace
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Director: Yaron Perel
Art Director: Noa Navot
Copywriter: Kobi Lavi
Creative Coordinator: Eva Hasson
VP Client Services: Ben Muskal
Account Executive: Shirley Konka
VP Content & Production: Dorit Gvili
Producer: Alon Shmoelof
Strategic Planner: Moran Nurok
Traffic Director: Ronit Doanis
Studio Director: Yaron Keinan
Studio ATL
Production company: Og
Lead Producer: Gilad Shneider
Executive producer: Oriet Ela Levy
Director: Zohar Elpanet
Photographer: Ofer Dori
Lighting: Itzik Bracha
Recording: Meir Elfassi and Michael Roitig
Assistant photographer: Matan Ben Barak
Makeup Artist: Alex Sivkov
Assistant of Production: Motti Serman and Tzvika Yona
Post production: Dana Mor and Aviv Ram
Editing: Shai Davidi and Gosha Damin
Post: Adam Kramer
Zound: Soundhouse
Sometimes you’ve just got to get the most obnoxious guy on the kibbutz to do your bidding for you. So that’s what Yovata did when it decided to launch its new protein rich drink.
Yotvata is one of Israel’s most loved dairy brands. Located in kibbutz Yotvata, smack in the middle of the rain-deprived and grass-poor Arava desert, it creates against all odds some of the country’s finest dairy products.
Behind this entrepreneurial brand are a bunch of colorful kibbutznikim – dreamers, eccentrics, poets and yes – even fitness fanatics who work hard every day to make this most unlikely of ventures a reality and a success.
So when Yotvata dairy decided this year to promote its protein rich dairy “Yotvata Pro” drink they turned to the kibbutz’s sixpack guy. The guy who no matter where he is or what he’s doing can’t resist the urge to take off his shirt and flaunt his absolutely perrrfect body. A perfect set of abs which are bound to make any guy cringe and any girl go weak at the knees. A set of abs nourished and polished by Yotvata’s very own “Yotvata Pro” protein drinks.
Credits:
Agency Credits: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Team: Yaron Perel, Naor Itzhak, Itamar Paradny, Omri Zidon, Aviv Melamed
VP Client Services: Ben Muskal
Account Supervisor: Reni Bracha Landau
Account Executive: Gil Gershon
VP Content & Production: Dorit Gvili
Producer: Bosmat Ben David
VP Strategy: Yossi Baruch
Strategy Director: Lora Goichman
Strategic Planner: Moran Nurok
Marcom Director: Eva Hasson
Director: Gadi Portnoy
Post: Broadcast
Music: Michael Cohen
Presentor: Raz Nisim Cohen
As you know New Year (Rosh Hashana in Israel) is a hectic time on social media feeds. Greetings and wishes abound and if you’ve got a Facebook account, chances are you’ll be checking in more than usual to see exactly who sent you wishes, sent your friends wishes and no less important didn’t send you wishes at all. But Carlsberg doesn’t compromise on the type of wishes it sends.
So when Facebook announced a couple of weeks back it was implementing its live photo technology, we immediately understood that together with the vertical screen, we held at our fingertips the power to implement a new type of storytelling through the mobile feed by combining a short movie with live interaction.
Carlsberg created ‘The Best Way to Open the New Year’ – an interactive ‘Live Photo’ based post that asks social media aficionados to ‘Press Here and not Let Go’. Those who did, (live photo tech only works on mobile) were delighted to see they’d just set in motion a rube machine that ultimately delivers Carlsberg’s suggestion to open a great new year with a nice pint.
Surfers loved our playful interactive experienced and engaged with our innocuous little post like never before. Engagement rate reached 13% – an all-time high for the brand whose record stood until then unbeaten at 9% J
Our Carlsberg’s Rosh Hashanah post reached over 250K people
Got over 50K clicks
Over 4000 interactions
with 660 comments
and over 250 shares.
Agency Credits: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Team: Idan Kligerman, Nofar Birenbaum, Gal Mamalya, Kobi Cohen
VP Client Services: Ben Muskal
Account Supervisor: Moran Darzi
Account Executive: Dana Mey- Tal
Creative Coordinator: Eva Hasson
It’s September and the High Jewish Holiday season is here. Rosh Hashanah, Yom Kippur and Sukkoth will all be taking place in the space of just two weeks. And for those of you who have never been to Israel during the high holidays, you should know they are the ultimate ‘get-together-time’ and the ultimate cause for uniting around a table filled with goodies.
But unfortunately many Israeli families do not have the means to celebrate. They simply can’t afford the food and are forced to skip a meal. That was the exact message Latet – an Israeli organization that distributes food packages to the needy – wanted to communicate to the public. So it decided to capitalize on a unifying behavior that characterizes all internet users: ad skipping.
People who chose to skip our mouthwatering decoy pre-roll ads, were served up with the following message: “You skipped a meal out of choice but thousands of people in Israel skip it because they have no choice. Make someone’s holiday. Donate a meal”
Watch our case here:
Credits:
Agency Credits: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
CCO: Idan Regev
Creative: Idan Levi, Eddie Gartsman, Carmel Gilan
Production: Dorit Gvili, Bosmat Ben David
Account Supervisor: Aviv Ben Zikri
Account Manager: Matan Dadush
Strategy: Moran Nurok
