International

Bekol : Sound Changes Everything

Bekol : Sound Changes Everything : BBR Saatchi and Saatchi

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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

 

 

The Vertical Blind Spot for Ford b: BBR Saatchi & Saatchi

Creative, Digital, Internationalno comments

To promote the Ford Edge’s innovative BLind Spot Information System, Baumann Ber Rivnay / Saatchi & Saatchi Israel is leveraging the growing popularity of the vertical video format on Facebook to launch a mobile commercial that creatively uses the two standard black bars that appear in regular horizontal ads. When playing the video, the black bars which initially cover portions of road drivers would not see unless they had BLISS, fall away to reveal how the car’s advanced system would capture them.

Not surprisingly, the Facebook post generated record high results for the brand with over 600.000 views in 4 day, 300 shares and a reach of over 1.1 million Israelis (in a country of just 8M).
Clear proof that in a world where consumers can no longer be bothered to turn their smartphone horizontally to watch content, vertical rocks!

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Take a look at the original Facebook post (Hebrew version):

Credits

Air date: November 28th 2016
Chief Executive Officer: Yossi Lubaton
Chief Creative Officer: Jonathan Lang
VP Creative Director: Eran Nir
Social / Digital Director: Idan Kligerman
Copywriter: Shushu E. Spanier
Art Director: Aia Kujnitzy Bechor
Group Account Head: Ben Muskal
Account Supervisor: Chen Halpern
Account Executives: Gil Gershon, Hadar Goren
VP Production & Content: Dorit Gvili
Production manager: Maya Palmon
Strategic Planning Supervisor: Lora Goichman
Planner: Roie Gortler
Creative Coordinator: Eva Hasson
Traffic Director: Ronit Doanis
Studio manager: Yaron Keinan
Production Company: Tifferet Films
Head of Production: Doron Lahav
Director: Shushu E. Spanier
DOP: Guy Mador
DOP Assitant: Ori Aloni
Editor:Matan Cohen-Grumi
Ford driver: Paz Alush
Motorbike driver: Hai Tal
Production’s Assistants: Shoham Baruch, Tal Bar

Prepare to be amazed by Mazda : BBR Saatchi & Saatchi

Creative, Digital, Internationalno comments

For years Mazda cars owned the road in Israel. In fact, the car was so popular, you saw it everywhere. A blessing…but also a curse as the car’s popularity began to affect the way Israelis perceive the brand. As a victim of its own success, Mazda went in the eyes of many Israelis, from a car with major sex appeal to one that is boring and grey. A leasing car; nothing to write home about or get excited.

But this year we had news for consumers. We were launching a new, sleeker, better designed, more advanced, accessorized and safer car than ever before and we wanted Israelis to take notice. That’s when we realized that to redress misconceptions, we’d have to address Israeli consumer’s concerns head on. To do that, we took on consumers’ harshest criticisms, most negative comments and lethal talkbacks. and with the help of Ben Collins, better known as Top Gear’s “Stig”, we proved to them beyond the shadow of a doubt what an incredible car the new Mazda is.

The result is a fully integrated campaign that includes a series of four daredevil commercials each highlighting a different aspect of the car, an interactive website, an outdoor campaign and a brand new Mazda catalogue shot by the world’s dumbest dog just to prove that no matter who’s taking its picture, the Mazda will always look amazing.

https://www.youtube.com/watch?v=m7piXpklCYg&list=PL5wG8ufpfMB5ib1SrLcs-f3ayEZQbbjET&index=1

Campaign commercials  – “The Hunt”, “The Blind Drive”, “The Caraoke” & “The Beauty Shot”:

The YouTube Channel is here.

Campaign showcase page is here.

Campaign Website is here.

 

Credits
Agency: BBR Saatchi & Saatchi
C.E.O: Yossi Lubaton
Executive Creative Director: Jonathan Lang
VP-Creative Director: Eran Nir
Copywriter: Ran Even
Art-Director: Ori Hasson
VP-Group Account Head: Ben Muskal
Account Supervisor: Chen Halpern
Account Executive: Gil Gershon, Hadar Goren
Strategic Planning Supervisor: Lora Goichman
Head Of Production & Content: Dorit Gvili
Producer: Alon Shmoelof
Creative Coordinator: Eva Hasson
Digital Creative Director: Idan Kligerman
Social Media Editor: Aviv Melamed
Studio Digital: Michael Shely, Yossi Tayeb, Liron Harel, Yossi Ben-Aviv, Eyal Vinizer, Jenny Gindos
Studio ATL: Yaron Keinan, Idan Marely, Chen Graizman, Yaniv Shahar
ZenithOptimedia: Limor Dahan, Mor Berman, Chen Drori, Eyal KatzafEran Amit
Director: Yoram Ever-Hadani
Production: Tiferet
Client: Delek-Motors LTD
Marketing Communications Manager: Yogev Weiss
Head Of Digital Marketing: Matan Arad
Training Manager: Gal Arbel

Spec work for Microsoft Outlook from Miami Ad School

Creative, Digital, International, Student Work, , no comments

Advertised brand: Microsoft Outlook
Advert title(s): Two To Nurture
Headline and copy text (in English):
Media: Digital

Advertising Agency: Miami Ad School, New York, USA
Website: http://www.tanvitandon.com
www.bogdanrackow.com
Creative Director (Instructor): Alex Reinoso
Art Director: Bogdan Rackow
Copywriter: Tanvi Tandon

Gender inequality begins at home. Fathers don’t get paternity leave like mothers do in the USA. Why is this unequal? So Outlook, the platform where all office employees coordinate holidays, creates a new feature that allows people within your office donate their unused paid leave to expecting fathers.

Gender inequality begins at home. Before we form our own opinions, we view the world through the eyes of our parents. When their contribution is uneven, a child’s perspective also becomes uneven. Parents need to be a part of raising and teaching a child equally, but unfortunately most of the burden falls on the mother. And the policy with the biggest impact at home is parental leave.
In America, paternal leave is nearly non-existent. So Microsoft Outlook came up with a way for fathers to also be there for their kids. Employees use Outlook to schedule their work lives – so we add a new ‘Occasion’ feature to Outlook’s Calendar that lets expecting fathers’ colleagues donate their unused paid leave to them to use as paternal leave.
Only if fathers experience what the mother does will there be empathy – and with Two To Nurture we can push for gender equality.

Super Pharm by BBR Saatchi & Saatchi

Digital, International2 comments

In the eyes of most youngsters today, beauty vloggers are the new and ultimate authority on what cosmetic products to buy.They’re people with the power to make or break your brand. But what do you do in a country with only one beauty vlogger and millions of Israeli women craving locally relevant content?   How do you claim ownership of the digital space?

Our Solution:
In the first ever partnership with Google and Youtube, Super-Pharm Israel’s largest beauty retailer, launched the world’s first “Vlogger Academy”.  An academy that would teach and nurture Israel’s first generation of beauty vloggers.

Using an online recruitment campaign we selected 20 beauters and over a 1 month period we taught them e-v-e-r-y-t-h-i-n-g: Styling, journalism, video editing, application techniques, self-presentation, social media skills, YouTube analytics, follower outreach and even brand collaboration.

The results were astounding as Super-Pharm reaffirmed its status as leader of Israel’s beauty retail industry and created 20 new social media stars dedicated to feeding the appetite of young Israeli women for relevant beauty content.  All in all we reached 89% of all Israeli beauty content viewers and the format was so successful it is now being rolled to other countries and other business verticals as well.

View our Super-Pharm “Beauty Academy” case here:

Client: Super-Pharm
Advertising Agency: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
Creative Director: Idan Levy
Digital Creative Director: Maayan Dar
Digital Copywriter: Liron Cohen        
Art Director & Craft Artist: Carmel Gilan
Digital Creative Director: Maayan Dar
VP Production & Content: Dorit Gvili
Producer & Project Manager : Maya Palmon
UI/UX: Gal Mamalya
VP-Group Account Head: Idit Zukerman & Ben Muskal
Account Supervisor: Noa Sharf
Account Executive: Tal Glantz & Shiran Rachamim
VP Strategy: Shai Nissenboim
Planning Supervisor: Roni Arison
Planning: Moran Nurok
Creative Coordinator: Eva Hasson
Production Company: Adoni (Udi Efrat)
Director and post-animator: Oren Meyuchas
Advising Director: Ram Baruch

The Economist by Miami Ad School Students

Creative, International, Student Workno comments

The Economist
Advert title(s): Up in smoke
Headline and copy text (in English): Life’s Luxuries, Up in Smoke.

Advertising Agency: Miami Ad School, Miami Florida, USA.
Art Director: Frank Senyo Tamakloe
Copywriter: Bobby Kuhn
Short rationale (optional): The average smoker spends about 9500/yr on cigarettes. The Economist promotes the proper use of money. Smoking Cigarettes is not that.
Print Advertisements explain if you smoke, life’s luxuries can go up in that same smoke.

Print

Print

Spec work for Ashley Madison by Miami Ad School Students

Creative, International, Student Workno comments

Advertised brand: Ashely Madison
Advert title(s): Cheat Day
Headline and copy text (in English): It’s Cheat Day. Ashley Madison

Advertising Agency: Miami Ad School, Miami Florida, USA.
Art Director: Frank Senyo Tamakloe
Copywriter: Bobby Kuhn
Short rationale (optional): (Ashley Madison is a dating network marketed towards people who are married or in committed relationships.)
Promiscuity is good, in moderation.

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Elite’s Cow Chocolate by BBR Saatchi & Saatchi

International, TV Spotsno comments

News headlines in Israel tend to be somewhat negative.

Focusing on the bad news that happens here and at other times showcasing the rude, boisterous and sometimes shameful misbehaviour of Israelis.

That’s why, in an effort to spread goodness and celebrate a brand that makes life in Israel that much sweeter,

the country’s leading chocolate brand – Elite Cow Chocolate – created a video stop-motion campaign starring plasticine figures celebrating Israelis who do good.

The figure’s faces were inspired by the chocolate bar’s unique shape with its larger cube in the middle.


Credits
Advertising Agency: BBR Saatchi & Saatchi
Air Date: 09.10.2016
Chief Executive Officer: Yossi Lubaton
Chief Creative Officer: Jonathan Lang
VP Creative Director: Idan Regev
Creative Directors: Sharon Refael, Yaron Perel
Copywriter: Eran (Shushu) Spanier
Social / Digital Director: Idan Kligerman, Maayan Dar
Art Director: Aia Kujnitzy Bechor, Dima Kogan
Group Account Head: Ben Muskal
Account Supervisor: Lee Bryn, Daniel Shvartz
Account Executive: Naor Azubel
Head of Production & Content: Dorit Gvili
Production manager: Gali Starkman
Producer: Ayelet Rotman
Chief Strategy Officer: Shai Nissenboim
Strategic Planning Supervisor: Lora Goichman
Planner: Moran Nurok
Creative Coordinator: Eva Hasson
Traffic Director: Ronit Doanis
Traffic: Avia Ben Ishay
Studio manager: Yaron Keinan
Production: MEYUHAS productions
Director: Oren Meyuhas
Character designer and director of Animation: Michael (Mysh) Rozanov
Director of Animation: Ricardo Werdesheim
Lead Animator: Moran Somer
Animation production: ZAZ Animation Studio
DOP: Benny Mali, Ofer Ben Yehuda
Line producer: Ran Pasternak
Offline: Idan Stoler
Music: Knob
Ukulele: Avi Singolda
Singer: Edan Alterman
Strauss Group Elite General Manager Confectionery Division: Eyal Dror
Strauss Group Elite Marketing Manager chocolate category: Tal Ben-Porat
Strauss Group Elite Marketing Manager chocolate category: Talya Babay
Strauss Group Elite Brand Manager chocolate category: Idit Mao

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First Ever Drone Beach Report : BBR Saatchi & Saatchi

Digital, Interesting Things, Internationalno comments

In a country where skin cancer incidence is among the highest in the world and UV radiation one of the strongest, Super-Pharm as Israel’s largest pharmacy retailer and a major player in sun awareness education wanted to encourage people to go to the beach during ‘Sun Safe Hours’

The problem is that to get the best spot on the beach you’ve got to get there early,
when the sun is most dangerous. So how do you help people protect themselves
and still get the perfect spot?

Well we decided to create and broadcast the 1st ever Live Drone Beach Report.
A real-time aerial view of Israel’s busiest beaches aired 30 minutes before ‘Sun Safe Hours’.
This meant beach goers could scan the beaches and find the one that still had the perfect spot!
A win win situation for all involved J

Credits
Agency: BBR Saatchi & Saatchi
CE.O: Yossi Lubaton
Chief Creative Officer: Jonathan Lang
Executive Creative Director: Idan levy
Copywriter: Ronni Azulay
Art Director: Yuval Zuckerman  
VP Group Account Head: Ben Muskal
Account Supervisor: Noa Sharf
Account Executive: Ronny Chaikin
Chief Strategy Officer: Shai Nissenboim
Strategic Planning Supervisor: Roni Arisson
Creative Coordinator: Eva Hasson
Head Of Production & Content: Dorit Gvili
Producer: Maya Palmon, Eran Harel
Social & Digital Director: Idan Kligerman
Digital Copy: Liron Cohen
Traffic Director: Ronit Doanis
Traffic: Avia Ben Ishay
Photography and Editing: Dan Deutsch
Drone Activation: Roei Galitz, Guy Mador
Live Video Production: Go Live
Live Broadcast Narrator: Ben Ben-Baruch

Super Pharm : Toiletico Fantastico by BBR Saatchi & Saatchi

Internationalno comments

Our newest commercial for Israel’s largest drugstore retailer pulls a page from one of life’s most thrilling and magical experiences: the circus.
Using the many talents of the Inbal Pinto and Avshalom Pollak Dance Company – which have become synonymous with the brand –
Super-Pharm creates a unique, playful and wonder filled experience to invite consumers to its upcoming holiday season sales event.
 
The outcome is as dreamlike as walking into one of our stores…well almost.

https://youtu.be/xzRpc4CwOTQ

Agency: BBR Saatchi & Saatchi
C.E.O: Yossi Lubaton
Chief Creative Officer: Jonathan Lang
Executive Creative Director: Idan Levy
Copywriter: Yair Zisser
Art Directors: Michal Gonen, Tani Zipper
VPGroup Account Head: Ben Muskal
Account Supervisor: Noa Sharf
Account Executive: Ronny Chaikin
Chief Strategy Officer: Shai Nissenboim
Strategic Planning Supervisor: Roni Arisson
Creative Coordinator: Eva Hasson
Head Of Production & Content: Dorit Gvili
Producer: Gali Starkman
Social & Digital Director: Idan Kligerman
Digital Copy: Liron Cohen
Traffic Director: Ronit Doanis
Traffic: Avia Ben Ishay
Director: Ram Baruch
Production House: Shoshi & Udi Productions
Post Production: Post Office
Special thanks to: Oren Amiran & Oded Nadir