THE PRINCE IS BACK … this was the headline broadcast by Belgian Royal Soccer Club Anderlecht on Sunday at midday. Just four words, but they sent a chill down the spines of everyone who loves the mauves: legendary soccer player Vincent Kompany would be coming home. A whirlwind decision for Vince the Prince, for Anderlecht, and for Branded by Geronimo, the communication partner that masterminded the viral campaign video #Theprinceisback.
RSC Anderlecht and Branded by Geronimo tell a princely tale.
THE PRINCE IS BACK … this was the headline broadcast by soccer club Anderlecht on Sunday at midday. Just four words, but they sent a chill down the spines of everyone who loves the mauves: legendary soccer player Vincent Kompany would be coming home.
A whirlwind decision for Vince the Prince, for Anderlecht, and for Branded by Geronimo, the communication partner that masterminded the viral campaign video.
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
How do you recount the story of the Holocaust to today’s youth in a way that will make them sit up and listen? You grab them by the guts on the right medium.
Meet @eva.stories – a first person account of Nazi persecution.
Eva Heiman, a 13-year-old girl from Hungary who perished in Auschwitz, left a diary describing the last months of her life. • In preparation of the Holocaust Remembrance Day, her diary will be adapted into more than 50 Instagram stories depicting her life which will be published every 30 minutes on @eva.stories Instagram page set up especially for this purpose.
Imagine what would have happened if the Jewish kids who lived during the Holocaust had had a smartphone, social networks and could have documented what was going on? That was the starting point for ‘Eva’s Stories’ – a unique new Instagram series which will for this year’s Holocaust Remembrance Day, over a period of 24 hours, issue a new story every 30 minutes documenting the life of Eva Haiman, a 13-year-old girl from Hungary who perished in Auschwitz, and left her diary behind.
When the Nazis invaded Hungary in 1944, Eva Heiman was a 13-year-old girl living in the town of Nagyvarad. She began to write a diary on her birthday, February 13th 1944 and stopped on May 30th 1944 – just three months later and three days before she was deported by train to Auschwitz, where she perished.
75 years later, her story has been adapted into a special film project produced and created by hi-tech entrepreneur Matti Kohavi and his daughter Maya, who invested millions of dollars in the project. To do that, they adapted Eva’s personal diary into a screenplay and together with a team of 400 production people, actors and extras, they reconstructed Eva’s life and filmed it in Lviv Ukraine.
“We took the diary and actually translated it into a full 70-minute film,” Mati Kochavi explains. “It is one of the biggest projects that Instagram has ever done.” We asked ourselves what would happen if Eva, instead of a pen and paper for writing a diary, had a smartphone and Instagram. That’s when we decided to shoot the entire film with a smartphone or a camera that simulates the smartphone, with the girl always holding the camera, and the entire film being shot from her perspective”. Kochavi adds that “the idea was to build the environment in which Eva lived and supposedly photographed what she was sending to her friends.”
Eva’s story will be recounted on the special Instagram page set up in her memory for Holocaust Memorial Day. During 24 hours, her life will be brought to life through still images, text passages and stories that will let the audience bear witness to events that took place during the last months of her life – from getting to know her family and friends, through to the Nazi invasion of her city, the uprooting from the house, move to the ghetto, violence and torture she survived, right up to her boarding the train to Auschwitz.
When asked Maya Kochavi said: “The stories will turn Eva from a nameless face into a colorful, lifelike and relevant figure that tells about of her life and what’s happening in it in much the same way millions of people around the world today document their everyday lives”.
Working with Leo Burnett Israel to get the word out, the campaign launched with billboards and a teaser trailer video “What if a girl during the holocaust had Instagram?” and influencer activation strategy. Within hours it sparked a nationwide conversation and @eva.stories Instagram page became the first commercial Instagram page in Israel to organically gather over 120.000 followers in a week. While over 1,000 influencers and Israeli celebrities have already posted about Eva’s Stories, the real win so far is to see the number of youngsters who have signed up to the page and are for the first time discussing Holocaust Day ahead of time.
So when does the page kick-off for real? On May 1st. Posts will appear every 30 minutes until 10:00 AM on May 2nd the time at which the siren will sound and people all over Israel will stand still for a one minute of silent remembrance. Time at which we will also air Eva’s last story – right before she was shipped off to Auschwitz, never to return.
To follow our stories on Instagram: @eva.stories
Project credits:
Screenplay: Maya Kochavi & Mati Kochavi Direction: Mati Kochavi & Mayv Kochavi Executive producers: Mati Kochavi & Yona Wiesental Production company: Pov Productions, Color film Producers: Neta Karni & Hadar Albaranes&Liat Lehavi Dop: Lael UtnikLine Producer & 1st AD: Shabtai Itzhak Eden Editor: Arik Lahav Leibovich Research: Dr. Liran Gordon Client: K’s Galleries
Agency credits: Agency: Leo Burnett Israel CEO: Adam Polachek VP Creative: Ami Alush Chief Client Director: Idit Zukerman Creative Team: Oren Ben Naim, Meital Miller Account Supervisor: Orian Liber Account Manager: Reut Frid Studio Manager: Sagi Valenstain Media: Publicis Media Marcom: Eva Hasson
According to the latest UN report, 80.000 women are intentionally killed every year.
Out of them, 50% are killed by someone close to them and 35% are killed by their current or former partner. To put these numbers into perspective, that’s 137 women killed worldwide every day. A growth of 11% in just 6 years. And yet no one really cares.
In Israel, 40% of women aged 16-48 report having been a victim of domestic abuse. In fact, 2 women were killed in Israel over the last 24 hours and over 20 women have been murdered since the onset of 2018. Yet in spite of this the government still torpedoed just last week a proposal to establish a parliamentary committee of inquiry into the murder of women.
So to mark the “International Day for the Elimination of Violence Against Women” and raise public awareness and sensitivity to the issue, together with the “No2 Violence Against Women” organization we initiated a social media campaign.
Using Facebook’s Live Photo feature and some of the country’s most vocal women as influencers, we created posts in which these women asked people to lend them a hand. What ensued was a surprising mobile experience as the act of pressing and holding their hand activates a video that has them calling out for the surfer to stop as he is hurting them. Our surfers who unwittingly took part in a virtual act of brutality were then faced with our message:
“1 in 4 women in Israel suffers domestic abuse & violence,
so please don’t lend violence a hand and report all abuse”.
Client: No2 Violence Against Women – NPO
CEO: Ben Muskal
CCO: Idan Regev
COO Publicis: Dorit Gvili
Creative: Itamar Paradny
Agency Producer: Maya Palmon
Account Supervisor: Shirley Konka
Media Strategy: Ronit Shekel
Editor: Alon Shmoelof
Publicis Media: Eliran Or and Ava Cohen
Marcom: Eva Hasson
Advertised brand: BMW xDrive
Advert title(s): Time Matters
Headline and copy text (in English): Never be late again.
Advertising Agency: Chimney Berlin
Creative Director: Florian Weitzel
Art Director: Claudio Castagnola
Copywriter: Paula Gete-Alonso
Synopsis: We wanted to promote the new BMW Connected App that helps keep you on time. So we thought: “What would have happened if we had been late to the most iconic events in history?”. Clearly, time matters.
Advertised brand: BMW xDrive
Advert title: Evade the Elements
Advertising Agency: Miami Ad School, Berlin, Germany
Creative Director: Fedja Kehl
Art Director: Claudio Castagnola
Copywriter: Jared Liebmann
Advertised brand: Vittel
Advert title(s): Hit Refresh
Headline and copy text: “Still feeling last night? Hit Refresh.”
Advertising School: Miami Ad School, Berlin, Germany
Art Director: Alexandra Floresmeyer
Copywriter: Rafael Joos
Illustrator: Alexandra Floresmeyer
Synopsis: Ads for Vittel, reminding people to hydrate the morning after their wild night out.
There is an alarming decline of the bee population worldwide. We need both, not only the bees that pollinate the crops but also effective means of controlling organisms that damage crops.
In order to create awareness to save the bees, the idea was to unite both sides of the discussion in their common cause. Using the mandala, a universal symbol of balance, people can reflect on how beautiful our world can be when we come together and appreciate the other side of the conversation.
The mandalas are constructed using components of nature such as bees, fruits, flowers and vegetables.
Designer: Carolina Lara-Mesa
Copywriter: Caleb Fils-Aime
