Roy Zoaretz

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

May 30, 2019Creative, Digital, Interesting Things, InternationalAlina Yavsenko, Appearia, Aviv Benzikri, BBR Saatchi & Saatchi, Ben Muskal, Bosmat Ben David, Chen Ariel Graizman, Dana Schossberger, Eva Hasson, Eyal Vinitzer, Gabi Levi Elkayam, Hilla Rahimi, Iris Yisraeli, Israel, Jenny Gindus, Kobi Cohen, Leehou Porat, Masha, Maya Palmon, Mor Hay, Naor Itzhak, Noam Carmel, Nofar Birenbaum, Ronit Doanis, Rotem Mizrachi Yoshia, Roy Zoaretz, Shani Sofer, Varshitsky, Yaron Keinan, Yaron Perel, Zehava Gonen Greenbergno comments

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 Saatch & Saatchi Presents : Hacking Spotify

April 19, 2018CreativeBBR Saatchi & Saatchi, Bekol, Ben Muskal, Dorit Gvili, Eva Hasson, Idan Regev, Israel's Organization for the Hard of Hearing, Kobi Cohen, Leehou Porat, Ran Even, Roy Zoaretz, Shani Sofer, Shiran Atuan Rachamim, Yossi Lubatonno comments

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

Mazda : Don’t Scroll And Drive by BBR Saatchi & Saatchi

July 18, 2017Interesting Things, InternationalAviv Benzikri, BBR Saatchi & Saatchi, Dorit Gvili, Eva Hasson, Gal Mamalya, Gil Gershon, Idan Kligerman, Idan Regev, Lora Goichman, Ori Hasson, Ran Even, Roy Zoaretz, Yossi Lubatonno comments

“Distracted driving” is what they call it.

It’s a treacherous innocuous name – meant to cover anything from taking your eyes off the road to check your baby hasn’t chocked on his pacifier,
right down to taking your eyes off the road to scroll down your Facebook feed and check who’s liked your latest profile pic.
And let’s be honest, that happens way more often than anything else.
But worst of all it’s killing people. Lots of them.

That’s why Mazda decided to launch a new campaign: smack in the middle of people’s social feed, right as they were scrolling down it.

Watch the Facebook special post here:

And take it from us: when you drive, leave the phone alone.

Credits:
Agency Credits: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Team: Ran Even, Roy Zoaretz, Gal Mamalya, Idan Kligerman, Ori Hasson
VP Client Services: Ben Muskal
Account Supervisor: Aviv Benzikri
Account Executive: Gil Gershon
VP Content & Production: Dorit Gvili
Strategy Supervisor: Lora Goichman
Creative Coordinator: Eva Hasson

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