Ben Muskal

BBR Saatchi & Saatchi presents: “Alive & Kickin’

“A few old people is no reason to shutdown a whole country” – that’s how our latest campaign for the “Mediterranean Towers” Senior Living Residence kicks off. When the Pandemic struck, it soon became apparent senior citizens were especially at risk of contracting the covid-19 virus. So people were told to respect social distancing and families were warned to stay away from grandparents and elderly citizens lest they spread the virus to them.

Countries went into total lockdown and stores, businesses and restaurants shut their doors. However, while the lockdown was tolerated at first due to the general atmosphere of panic and fear, soon the economic consequences became apparent as most economies began suffocating. The advocates of reopening the markets were fast to point the finger at their seniors – blaming them for the continued segregation and economic shutdown in posts that showed increasing animosity and resentment towards the elderly. Posts where they were fast to offer up ghetto like solutions.

Most senior living chains had remained quiet during the lockdown – too afraid to advertise lest they draw fire and be painted as ‘houses of death’. Well the residents of the “Mediterranean Towers” Senior Living community thought differently and had a message for people they thought it was about time they heard.

So we scoured the net and social media and embarked on a campaign that took the most authentic comments and posts, straight from people’s feeds – and slammed them right onto the “Mediterranean Towers” elderlies reality, where our seniors stood proud and showed people exactly who they are : strong, independent, knowledgeable, creative,  life loving people who can look just fine after themselves – thank you.

Agency Credits: BBR Saatchi & Saatchi Israel
Client: Mediterranean Towers Senior Living
CEO: Ben Muskal
CCO: Yaron Perel
Creative Director: Lior Meiri
Copywriter: Adam Gal
Art Director: Shay Israel
UX/UI: Gal Mamalya
VP Client Services: Lia Rosendeld
Account Supervisor: Ran Danino
Account Manager: Nir Daube
VP Strategic Planning: Yossi ‘Joe’ Baruch
Strategic Planning Supervisor: Moran Nurok
Strategic Planner: Avshalom Tulipman
Marcom Director: Eva Hasson
VP of Production: Iris Yisraeli
Traffic: Ronit Doanis
Studio Director: Lea Avram Vayzer
Studio: Diti Shay , Sophie Alon, Dana Schossberger, Idan Perets
Production: OG Production
Director: Aviv Maaravi

BBR Saatchi & Saatchi and American Express present: HOME COUTURE

American Express x TimeOut Israel let its card members confine from home with style.

American Express card members are known for their impeccable taste and lust of life, culture, food and exclusive experiences. However, as we all know, the coronavirus outbreak has made enjoying even the most mundane of pleasures like eating out at a stylish restaurant impossible. So what do you do when your natural playground has been pulled out from under your feet? How do you provide American Express card members with that trademark stand-out experience?

Working with Time Out Israel, we created a dedicated content hub that lets the brand’s premium card members shop for the very best and very finest online has to offer. From special food packages and designer wines to online home styling services and specially created chef dinners – we curated “all deliverable to your doorstep” packages adapted for consumption from the comfort of your very own home.

Agency Credits: BBR Saatchi & Saatchi Israel
Client: American Express Israel
CEO: Ben Muskal
CCO: Yaron Perel
Creative Director: Shay Israel
Copywriter: Eliad Friedman
Art Director: Aia Bechor
VP Client Services: Lee Bryn
Account Supervisor: Sivan Bardagan
Account Manager: Yaara Mazor
VP Strategic Planning: Yossi ‘Joe’ Baruch
Strategic Planning Supervisor: Lora Goichman
Strategic Planner: Assaf Hauschner Regev
Traffic: Ronit Doanis
Marcom: Eva Hasson
Studio Director: Lea Avram Vayzer
Studio: Sefi Gev, Sophie Alon, Dana Schossberger
C – the Branded Content Agency: VP clients: Daniela Klinger
Publicis Media: Mor Berman, Chen Grabovski
Production: Sigler Communications

BBR Saatchi & Saatchi and Mazda present: Your Getaway Car

Mazda x Spotify set you up for some badly needed peace and quiet and uplifting tunes

We’re all feeling the effects of the Covid-19 pandemic. Whether it’s worrying about our health, juggling between looking after the kids and working from home or simply the stress that comes from being cooped up all together 24/7 with no privacy – this crisis is definitely taking its toll. So Mazda thought it would give you a little ‘Me Time’.

For many the car is the one place they can get a little respite and privacy. In regular times it’s their private sanctum –and now even more so. That’s why teaming up with Spotify, Mazda decided to create and curate a few playlists (only 10 minutes long each – so you won’t get into trouble with the misses) that are bound to lift your spirits. Whether you’re looking for an energizing ‘Pick Me Up’, ‘Zen Me Out’, or ‘G-d Give Me Strength’ effect – Mazda has the perfect playlist lined up for you.

Agency Credits: BBR Saatchi & Saatchi Israel
Client: Mazda – Delek Motors
CEO: Ben Muskal
CCO: Yaron Perel
Creative VP: Lior Meiri
Creative Director: Ori Hasson
Creative Team : Lika Mishne, Noam Nizrad, Itamar Paradny
Agency producer: Iris Yisraeli
VP Client Services: Aviv Benzikri
Account Supervisor: Moran Herscovich
Account Manager: Lilia Zigelboim, Alex Gurfinkel
Marcom: Eva Hasson

Publicis Israel and BBR Saatchi & Saatchi present: “Don’t Just Stand By”

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:


BBR Saatchi & Saatchi and the StopCancer Association present: The Cancer That Stuck Me

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

BBR Saatchi & Saatchi and Para Chocolate present Sweet Advisor

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!


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

BBR Saatchi & Saatchi & Meuhedet Health Fund present: Little Superheroes An augmented reality experience

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

BBR Saatchi & Saatchi presents: Stop Lending a Hand To Violence

According to the latest UN report, 80.000 women are intentionally killed every year.

Out of them, 50% are killed by someone close to them and 35% are killed by their current or former partner. To put these numbers into perspective, that’s 137 women killed worldwide every day. A growth of 11% in just 6 years.
And yet no one really cares.

In Israel, 40% of women aged 16-48 report having been a victim of domestic abuse. In fact, 2 women were killed in Israel over the last 24 hours and over 20 women have been murdered since the onset of 2018. Yet in spite of this the government still torpedoed just last week a proposal to establish a parliamentary committee of inquiry into the murder of women.

So to mark the “International Day for the Elimination of Violence Against Women” and raise public awareness and sensitivity to the issue, together with the “No2 Violence Against Women” organization we initiated a social media campaign.

Using Facebook’s Live Photo feature and some of the country’s most vocal women as influencers, we created posts in which these women asked people to lend them a hand. What ensued was a surprising mobile experience as the act of pressing and holding their hand activates a video that has them calling out for the surfer to stop as he is hurting them. Our surfers who unwittingly took part in a virtual act of brutality were then faced with our message:

“1 in 4 women in Israel suffers domestic abuse & violence,
so please don’t lend violence a hand and report all abuse”.

Client: No2 Violence Against Women – NPO
CEO: Ben Muskal
CCO: Idan Regev
COO Publicis: Dorit Gvili
Creative: Itamar Paradny
Agency Producer: Maya Palmon
Account Supervisor: Shirley Konka
Media Strategy: Ronit Shekel
Editor: Alon Shmoelof
Publicis Media: Eliran Or and Ava Cohen
Marcom: Eva Hasson

A Cheeky Welcome for Prince William

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.

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


BBR Saatch & Saatchi Presents : Hacking Spotify

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:

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.


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