super-pharm

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

 

 

Beauty Vlogger Academy GIF - Find & Share on GIPHY

 

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

Love Comes In All Shapes And Sizes : Super Pharm by BBR Saatchi & Saatchi

Ask any parent, and they’ll tell you parenting is a very challenging task, especially when babies are involved. No matter who you are, whether you’re a Mommy or Daddy, whether you have any experience or not. It’s going be tough.

So why is it, that in a country like Israel where over 42% of families are defined as “alternative” when we watch commercials, the families portrayed in them are consistently monochromatic, traditional, heterosexual families? Shouldn’t our ads be a reflection of the wonderful diversity that is out there? Are the love, family life and issues a gay couple faces any less valid than that of a traditional couple? Super-Pharm and its private label brand “Life Baby” didn’t think so.

That’s why when “Life Baby” launched their new campaign, they decided they wanted every type of family in Israel to feel included. To do so, they asked one simple question, “What’s the hardest thing about being a parent?”

The commercial we created is a first in the Israeli media as it portrays how non-conventional families all ultimately deal with the same challenges. A gutsy move for any marketer, this is especially remarkable for a marketer as big as Super-Pharm in a country like Israel, where religious concerns, taboos and traditional views still reign strong and supreme and where consumer protest are not unknown to happen .

To watch our commercial click here:

Agency Credits: BBR Saatchi & Saatchi
Client: Super-Pharm
CEO – Yossi Lubaton
Chief Creative Officer- Jonathan Lang
Creative Director– Idan Levy
Creative Team – Ronen Kornberg, Niv Herzberg, Oren Amiran, Amir Ariely, Raphael Biton, Ronit Rona Yakobi, Neta Reich
Traffic – Ronit Doanis
VP Content & Production – Dorit Gvili
Production Manager- Gali Starkman
VP Client Services – Ben Muskal
Account Supervisor – Noa Sharf
Account Executive –Gili Peer, Ronny Chaikin
Strategic Planning Supervisor: Roni Arison
Creative Coordinator: Eva Hasson
Director – Ram Baruch
Production Company- Shoshi&Udi
Video Editor- Dadan Uziel
Original Music- Smulik Noifeld
Post House – Gravity
Sound House

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VP Client Services – Elad Brindt Shavit
Head of Advertising Agencies – Marco Michieli
Creative Strategy- Udi Avital