International

Mazda Spotify

BBR Saatchi & Saatchi and Mazda present: Your Getaway Car

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Mazda x Spotify set you up for some badly needed peace and quiet and uplifting tunes

We’re all feeling the effects of the Covid-19 pandemic. Whether it’s worrying about our health, juggling between looking after the kids and working from home or simply the stress that comes from being cooped up all together 24/7 with no privacy – this crisis is definitely taking its toll. So Mazda thought it would give you a little ‘Me Time’.

For many the car is the one place they can get a little respite and privacy. In regular times it’s their private sanctum –and now even more so. That’s why teaming up with Spotify, Mazda decided to create and curate a few playlists (only 10 minutes long each – so you won’t get into trouble with the misses) that are bound to lift your spirits. Whether you’re looking for an energizing ‘Pick Me Up’, ‘Zen Me Out’, or ‘G-d Give Me Strength’ effect – Mazda has the perfect playlist lined up for you.

Credits:
Agency Credits: BBR Saatchi & Saatchi Israel
Client: Mazda – Delek Motors
CEO: Ben Muskal
CCO: Yaron Perel
Creative VP: Lior Meiri
Creative Director: Ori Hasson
Creative Team : Lika Mishne, Noam Nizrad, Itamar Paradny
Agency producer: Iris Yisraeli
VP Client Services: Aviv Benzikri
Account Supervisor: Moran Herscovich
Account Manager: Lilia Zigelboim, Alex Gurfinkel
Marcom: Eva Hasson

Panic Aid : Miami Ad School, SFO

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Title: Panic Aid
School: Miami Ad School San Francisco, Hamburg, Berlin and New York
Art Director: Abdo Soliman
Copywriter: Hatem El Akad, Ahmed “Reef” Radwan, and Refaat Rico

Description:

People who suffer from panic attacks are too embarrassed to ask for help when they go through one. They also constantly think that the panic attack is a heart attack and they are about to die. So Apple Watch decided to innovate in order to alleviate the social and personal stress of panic attack patients.

Link:

Leo Burnett Israel and Doritos present: “The Last Doritos”

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If you’ve tried recently tried lacing a grocery delivery order, you may have discovered that the more this health crisis drags on, the longer the grocery delivery timeframes become. A that’s a major problem if you’re running out of Doritos.
Everyone knows that you simply can’t resist a pack of Doritos. From the moment you crack a pack open till you see the last crumb, less than a minute will go by for the entire pack to be downed and forgotten. So what do you do in times of Corona when you’re in self isolation and the next grocery delivery isn’t for another two weeks? The answer: self-mastery and rationing – to make the last crumb last.

Credits:
Agency Credits: Leo Burnett Israel
Client: Doritos- Strauss Group Israel
CEO: Ori Gal
CCO: Ami Alush
VP Client Services: Idit Zukerman
Creative Team : Meital Miller, Michal Perry
Agency producer: Menny Zarhia
Account supervisor: Shiran Feldman
Account Manager: Sapir Yaron
Director, Editor, Photography and Acting : Asaf Asulin
Marcom: Eva Hasson

BBR Saatchi & Saatchi presents: “Embracing The Haters”

Case Study, Digital, Internationalno comments

‘Torteet’, ‘Teami’, ‘Egozi’ and ‘Twist’ are chocolate bars from a different era. Had you come to Israel in the 1970’s you’d have found only one chocolate brand on supermarket shelves: Elite’s bars. They were the brand everyone grew up on and loved.
But with the years, the Israeli market opened up and international brands made their way into the country and its supermarkets. Israelis, many of whom had never been abroad, were enchanted by the opportunity to get a taste of being abroad even if it was only by intermediary of a chocolate bar made overseas. So they slowly began ditching Elite’s chocolate bars in favor of the international power brands – a gradual but ultimately mass exodus which ended with the shaming today of the few consumers who remained faithful to Elite bars. Consumers the public has branded as ‘weirdos’ and ‘misfits’.

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Publicis Israel and BBR Saatchi & Saatchi present: “Don’t Just Stand By”

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Here is a disturbing fact: A survey carried out among Israeli children and teenagers found that most Israeli children would rather experience physical violence than experience bullying.
Today’s reality however is harsh. If before the advent of social media bullying ended at the gates to school; today with much of kids’ social lives managed via platforms like Whatsapp, Instagram and Facebook, bullying goes way beyond the schoolground – following children throughout their day, whether they are at home or at after school sports activities. And when you’re being picked on, when you’re excluded from the class Whatsapp group, shamed on Facebook by bullies hiding behind their keyboard, the scars stay with you well after you graduate.
Bullying is cruel and heartless and can lead to harsh consequences and in some cases even suicide. But rather than appeal to the bullies or reach out to the victims – we decided to opt for an audience that carries a lot more sway – the silent majority who sit on the sidelines. The kids who while they do not take part in the boycott, also do nothing to stop it.
The campaign initiated by the office of the President of the State of Israel, Mr. Reuven Rivlin, under the hashtag #Don’t_Just_Stand_By, was created in collaboration with stars and influencers children love and aims at empowering the silent majority by directing them to a website with tips to help them fight bullying and not stand idly by.

The campaign, which launched just a few days ago, has so far shown amazing results:

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Run The World: Miami Ad School, SFO

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Title: Run The World
School: Miami Ad School San Francisco
Art Director: Renny Eackelbary and Connor Witt
Copywriter: Hatem El Akad
Description:

In a national survey of runners, the number one thing millennial runners say they want to learn about are the best places to run when on vacation. So Brooks wanted to uphold its run happy motto by combining the two things millennials love: running and traveling.

Introducing Run The World, the program that turns new running routes into travel destinations

Link:

Time To Act : Miami Ad School, SFO

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Title: Time To Act
School: Miami Ad School San Francisco
Art Directors: Donghoon Lee
Copywriter: Hatem El Akad and Erica Yoshimura

Description:

With the rise of access to information came the rise of disinformation. What you may not know is most of this disinformation came from one place: Velez, Macedonia.They’ve spread hundreds of lies affected a national election, manipulated thousands of people. And no one has done anything to stop them…

So we The Times, the only newspaper that can be quoted in the court of law, decided to take matters into our own hands: By suing Velez. We brought them to court, citing The Defamation Act 2013. As the only newspaper that can be quoted in the court, we believe it is our duty to know times and more importantly, fight for it. And that means holding liars accountable.

Link:

iHelp : Miami Ad School, SFO

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Title: iHelp

School: Miami Ad School San Francisco

Art Directors: Donghoon Lee and Paola Delgado Cornejo

Copywriter: Hatem El Akad

Description:

In today’s world, stress, work and responsibilities are on the dramatic rise. People continue to push themselves to attain their goals and handle their responsibilities. The problem is also amplified with our dependence on and excessive use of technological devices.

The problem is that people do NOT think they should take a break. And when they do, they feel guilty because they feel the need to push themselves further. They think their body is playing tricks on them or that they are slacking off. So iHelp is here to tell you when you really need a break, and how to productively make use of one. 

Link:

Ad Pokes Fun at Finns’ Exaggerated Need for Personal Space

Creative, Internationalno comments

Nissan Turns Internet Memes into Insightful Car Technology Ads.

Personal space is no laughing matter in Finland. When Finns wait for their buses, the crowd typically disperses as much as humanly possible.

One would have to see it to believe it. And many have, as evidenced by the number of pictures circulating online. Shot by amused passers-by, they feature a typical morning or evening commute scene, with Finns standing at regular intervals avoiding all interaction.

These Internet memes have now inspired advertising. Nissan’s Nordic Europe division uses the bus stop scenes to highlight their Automatic Distance Control that regulates safety distance on the road.

“The people standing at the bus stop are a perfect match to represent Nissan’s safety feature. Both control distance automatically,” says Creative Director Erno Reinikainen at TBWA\Helsinki, Nissan’s advertising agency in Finland. “This everyday situation is something all Finns can relate to,” he continues.

Local Touch as an Advantage

Over the decades, car manufacturers have consolidated to a couple of large alliances. Nissan has joined forces with Renault and Mitsubishi.

In terms of advertising content, worldwide companies such as Nissan need to balance between a uniform, global brand and the needs of different markets. However, the bus-stop frolic demonstrates that tapping into local culture can work wonders.

“I’m glad that we could do a local campaign that has struck a chord with our audience,” says Veera Salo, Marketing Manager at Nissan Nordic Europe.

Emboldened by the campaign, Nissan Nordic Europe plans to keep on exploring the possibilities of more local advertising.

“Year in and year out, Nissan is one of Finland’s best-selling car brands. We want to nurture and improve this relationship through campaigns that are based on local insights,”

Finnish youth magazine ads dramatize social media’s influence on children’s self-image

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A campaign made by TBWA\Helsinki features two powerful images of young people looking in the mirror and seeing things they think should be improved in their own appearance.

Problems with self-esteem and self-acceptance are beginning to be more common in younger people than ever before. Social media and its many beauty filters distort the self-image of children and young people. Media has the power to influence the current standards of beauty – either by adding the pressure to look a certain way or alleviating it.

A Finnish young people’s media Demi launches a campaign in the hopes of opening a conversation regarding the pressure of the many beauty standards teenagers have to face.

“As a young people’s media, we are very aware of media’s influence in shaping what is considered to be beautiful. That’s why we represent real people instead of models in our media outlets. Not to mention, that there are so many other important topics besides beauty to talk about”, says the Editor in Chief of Demi, Päivi Lehtomurto.

The images of the campaign feature both a young boy and a girl looking in the mirror and seeing things they shouldn’t – marks for cosmetic surgery. Dramatization stems from real life: because of the so called ‘Snapchat dysmorphia’, even Instagram has announced the removal of all selfie filters imitating the results of cosmetic surgeries.

The photoshoot was done together with Tuukka Koski from Koski Syväri Agency. Kasimir Häiväoja from FLC Helsinki carried out the post-processing.

“Traditionally images like these are shot in a controlled studio environment and the photos edited in post-processing to look plastic-like. The viewer recognizes it easily as advertising – something that is not necessarily true. That’s why we tried to create realistic, yet dramatic, real-life looking photography for the viewer to identify better with the people in the images”, explains the Creative Director of TBWA\Helsinki, Erno Reinikainen

The campaign is being showcased in print, online and out-of-home advertising spaces during the first part of the year.