Ben Muskal

We Don’t Want To Be Strong : Palestinian Israeli Bereaved Families for Peace

March 23, 2018Interesting Things, InternationalAdam Kramer, Alex Sivkov, Alon Shmoelof, BBR Saatchi & Saatchi, Ben Muskal, Dana Mor and Aviv Ram, Dorit Gvili, Eva Hasson, Gilad Shneider, Idan Regev, Itzik Bracha, Kobi Lavi, Matan Ben Barak, Meir Elfassi and Michael Roitig, Moran Nurok, Motti Serman and Tzvika Yona, Noa Navot, Ofer Dor, Og, Ronit Doanis, Shai Davidi and Gosha Damin, Shirley Konka, Soundhouse, Yaron Keinan, Yaron Perel, Yossi Lubaton, Zohar Elpanetno comments

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

The Six pack Guy : BBR Saatchi and Saatchi

January 18, 2018Digital, Interesting Things, InternationalBBR Saatchi & Saatchi, Ben Muskal, Bosmat Ben David, Dorit Gvili, Eva Hasson, Gil Gershon, Idan Regev, Lora Goichman, Moran Nurok, Reni Bracha-Landau, Yossi Lubatonno comments

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

Carlsberg’s Rosh Hashanah Record Breaking Post by BBR Saatchi & Saatchi

October 31, 2017Case Study, Digital, InternationalBBR Saatchi & Saatchi, Ben Muskal, Dana Mey-Tal, Eva Hasson, Gal Mamalya, Idan Kligerman, Idan Regev, Kobi Cohen, Moran Darzi, Nofar Birenbaum, Yossi Lubatonno comments

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

BBR Saatchi & Saatchi & Carlsberg Proudly Present: A Watch Pack Fit For A King

September 14, 2017Case Study, Digital, InternationalBen Muskal, Dana Mey-Tal, Dorit Gvili, Eva Hasson, Idan Kligerman, Idan Regev, Kobi Cohen, Leehou Porat, Maya Palmon, Moran Darzi, Nofar Birenbaum, Reut Raz, Yossi Lubatonno comments

There is nothing like getting nice and cozy to watch your favorite TV series. This is true tenfold when it’s the season’s last episode. Whether you like watching the episode alone or with friends it is definite cause for celebration and some extra special nosh. But in some countries being a loyal fan of a TV series may mean getting up in the early morning hours just to make sure you catch the finale in real time (leaving no room for the classic spoiler Joes of the world).

That’s why ahead of the ‘Game of Thrones’ grand season finale, Carlsberg decided to spoil the series’ most uncompromising fans with awesome watch packs delivered straight to their door.

It pays off to be uncompromising!

Watch our case movie here:

https://youtu.be/44n221jRAjc

CEO: Yossi Lubaton
CCO: Idan Regev
VP Client Services: Ben Muskal
VP Content & Production: Dorit Gvili
Creative Director: Kobi Cohen
Digital Creative Director: Idan Kligerman
Creative Team: Reut Raz, Nofar Birenbaum
Account Supervisor: Moran Darzi
Account Executive: Dana Mey-Tal
Digital Producer: Maya Palmon
Video Editor: Leehou Porat
Creative Coordinator: Eva Hasson

A launch campaign for Super-Pharm’s second ‘Beauty Vlogger Academy’ by BBR Saatchi & Saatchi

August 9, 2017Digital, InternationalAnastasia Poltavski, BBR Saatchi & Saatchi, Ben Muskal, Carmel Gilan, Dorit Gvili, Eran (Shushu) Spanier, Eva Hasson, Gal Mamalya, Gili Peer & Rotem Mizrachi Yoshia, Idan Kligerman, Idan Levy, Idan Regev, Joe Baruch, Liron Harel, Maya Palmon, Michael Shely, Moran Nurok, Noa Sharf, ram baruch, Spanier, super-pharm, Tani Zipper, Udini (Udi Efrat), Yaniv Shahar, Yossi Lubaton, Zehava Gonen Greenbergno comments

Super-Pharm, the leading beauty cosmetics retailer in Israel launched its second “Beauty Vlogger Academy”. An academy which will form, shape and instruct Israel’s next generation of beauty vloggers.

Unlike in other parts of the world, where there are many YouTubers women can turn to for advice on how to create the latest look, in Israel there are but a handful of beauty YouTubers. That’s why Super-Pharm decided to fill in the gap and launch a search for Israel’s next big “Beauter”.

The commercial we created for the launch of the search, was inspired by the shape of the YouTube video frame and took several months of planning. The reason is that most of the action revolves around seven different frames which were hand crafted out of paper and cardboard. To complicate things further, we added to each frame elements such as cogs, folding concertinas, led lights and more which made the production challenging as they had to be hand operated on the set and the actress had to react to them on cue.

But hey, who wouldn’t go the extra mile for aesthetics right!?

Watch our commercial here:

Get animated gifs of the craft in process:

-Planning a vector design:

http://gph.is/2ubJyQp

-Cutting hundreds of paper elements by hand and laser machine:

http://gph.is/2uMBNny

– Gluing and assembling the frames and 3d elements together:

http://gph.is/2uMKPkc

http://gph.is/2ubifWs

Credits:
Client: Super-Pharm
Advertising Agency: BBR Saatchi & Saatchi, Israel
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Director: Idan Levy
Digital Creative Director: Idan Kligerman
Creative team: Eran (Shushu) Spanier, Tani Zipper, Carmel Gilan
Craft Artist: Carmel Gilan
VP Production & Content: Dorit Gvili
Production: Maya Palmon
UI/UX: Gal Mamalya
VP-Group Account Head: Ben Muskal
Account Supervisor: Noa Sharf
Account Executive: Gili Peer & Rotem Mizrachi Yoshia
VP Strategy: Joe Baruch
Planning Supervisor: Moran Nurok
Creative Coordinator: Eva Hasson
Production company: Udini (Udi Efrat)
Director: Eran (Shushu) Spanier
Advising Director: Ram Baruch
Studio: Zehava Gonen Greenberg, Anastasia Poltavski, Yaniv Shahar, Michael Shely, Liron Harel

Bekol : Sound Changes Everything : BBR Saatchi and Saatchi

January 11, 2017Creative, Digital, InternationalBBR Saatchi & Saatchi, Ben Muskal, Dorit Gvili, Eva Hasson, Eyal Vinizer, Idan Levy, Idan Regev, Kobi Cohen, Michael Shelly, Reni Bracha-Landau, Ronni Azulay, Roy Zoaretz, Shiran Atuan Rachamim, Yossi Lubatonno comments

A clickbait campaign designed to test the hearing of the video-muting Facebook generation

We’ve all fallen prey to clickbait. Those small innocuous looking posts in our Facebook feeds with ‘interesting’ headlines created to combat banner blindness. Posts most of us cannot resist clicking which usually lead to a double digit lift in click through rates.

With that in mind, we decided to put this knowledge into practice for ‘Bekol’, Israel’s Organization for the Hard of Hearing, and get people to take a hearing test in spite of their reluctance to do so.

Appealing to the 85 percent of Facebook users who usually view videos with the sound off, we dared them to click on our post. Those who clicked were surprised to discover a video with a soundtrack that did not quite match the cute picture portrayed. A soundtrack which once added, presented in fact a whole new and creepy narrative. Viewers who still thought our campaign video was cute, fun or even romantic were invited to get their hearing tested by Bekol.

Credits:

Agency Credits: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
Chief Creative Officer: Idan Regev
Creative Director: Kobi Cohen
Creative Team: Ronni Azulay, Idan Levy
Creative Technology Director: Roy Zoaretz
VP Client Services: Ben Muskal
VP Content & Production: Dorit Gvili
Account Supervisor: Reni Bracha-Landau
Account Executive: Shiran Atuan Rachamim
Marcom Director: Eva Hasson
Digital Studio Manager: Michael Shelly
Video Editor: Eyal Vinizer