Idan Levy

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

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:

Beauty Vlogger Academy GIF - Find & Share on GIPHY


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

Paper Cut GIF - Find & Share on GIPHY


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



Beauty Vlogger Academy GIF - Find & Share on GIPHY


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

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.


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