Kobi Cohen

BBR Saatchi & Saatchi and the StopCancer Association present: The Cancer That Stuck Me

Creative, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , no comments

A campaign for a new Cancer Association dedicated raising awareness to the needs of young adult cancer patients.

Every day in Israel, ten young adults ages 18-40 find out they are have cancer. Still, the country’s support system does not recognize this age category as a population with special needs.

Quite the opposite in fact. For many of these young adults who are just starting out in life – starting a family, buying an apartment, beginning their careers; getting cancer means getting stuck.

Why? Because young cancer patients (and even recovering young cancer patients) can’t get a mortgage, women cancer patients are not told to freeze their eggs (in spite of what you can imagine cancer treatments may do to their ability to conceive & have a baby) and 60% of them are not hired back to work. For them, getting cancer means getting stuck.

The “Stop Cancer” association was created to change that and provide a network of support for young adults with cancer. Therefore, in honour of the first ‘Young Adult Cancer Awareness Week’, we launched #The_Cancer_That_Stuck_Me.

The idea behind the campaign was to emphasize that while a ‘regular’ 29-year-old, buying his first apartment, life is on track to move forward, the life of another person that same age, who just was diagnosed with cancer, suddenly gets stuck. While he is asked to deal with the disease, once recovered buying an apartment will be an impossible dream as he will not be eligible for any funding or mortgage.

The campaign carried which was carried out on every media platform available, attempts to illustrate our cancer patients getting stuck and began with organic Instagram stories which hit a nerve and spread everywhere as hundreds of celebrities joined our cause and shared their stories. Live prime television broadcasts froze, live radio broadcasts got stuck as did TV Promos, Movie trailers and YouTube pre-rolls. Even Israeli President Mr. Reuven Rivlin voiced his position in support of our goal.

Agency Credits:
Advertising Agency: BBR Saatchi & Saatchi, Israel
Chief Executive Officer: Ben Muskal
Chief Creative Officer: Yaron Perel
Creative Director: Kobi Cohen
Art Director: Gali Divon
Account Supervisor: Moran Darzi
Account Executive: Adva Aviad
Media Strategy Manager: Ronit Shekel
Marcom Director: Eva Hasson
VP Content & Production: Iris Yisraeli
Producers: Livnat Alon
Photographer: Ron Kedmi
Video Photographer: Leehou Porat
Video Editor: Tom Lin
Original Music: Yaya Cohen Aharonov
Studio BBR Manager: Yaron Keinan

Studio BBR: Zehava Gonen Greenberg, Masha Varshitsky, Noam Carmel, Jenny Gindus, Eyal Vinitzer, Gabi Levi Elkayam, Robert Mizikovsky

Stop Cancer Team:
Marketing & Strategic Manager: Adi Muggia
Community & social network Manager: Yifat Mor
Minisite Content Manager & copywriter: Sharon Shinar
Minisite Technical operator: Liran Rozen (Anova company)

Tal Center non-profit organization Team:
CEO & Stop Cancer project manager: Shira Segal Kuperman
Chief Executive Officer of Foreign relations & resources developing: Saar Amir
Operation& publicity manager: Shani Adelshtein
Tal Center Founders: Zohar & Yankale Yakobson

Ben Horin & Alexandrovitz Public Relations Team:
Head of Public Sector Department: Amit Melnik
Team leader: Ortal Elias
Media consultant‏: Yuval Mor

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

Creative, Digital, Interesting Things, International, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , no 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

Creative, , , , , , , , , , , , , no 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

 

Carlsberg’s Rosh Hashanah Record Breaking Post by BBR Saatchi & Saatchi

Case Study, Digital, International, , , , , , , , , , no comments

As you know New Year (Rosh Hashana in Israel) is a hectic time on social media feeds. Greetings and wishes abound and if you’ve got a Facebook account, chances are you’ll be checking in more than usual to see exactly who sent you wishes, sent your friends wishes and no less important didn’t send you wishes at all. But Carlsberg doesn’t compromise on the type of wishes it sends.

So when Facebook announced a couple of weeks back it was implementing its live photo technology, we immediately understood that together with the vertical screen, we held at our fingertips the power to implement a new type of storytelling through the mobile feed by combining a short movie with live interaction.

Carlsberg created ‘The Best Way to Open the New Year’ – an interactive ‘Live Photo’ based post that asks social media aficionados to ‘Press Here and not Let Go’. Those who did, (live photo tech only works on mobile) were delighted to see they’d just set in motion a rube machine that ultimately delivers Carlsberg’s suggestion to open a great new year with a nice pint.

Surfers loved our playful interactive experienced and engaged with our innocuous little post like never before. Engagement rate reached 13% – an all-time high for the brand whose record stood until then unbeaten at 9% J

Our Carlsberg’s Rosh Hashanah post reached over 250K people

Got over 50K clicks

Over 4000 interactions

with 660 comments

and over 250 shares.

Agency Credits: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Team: Idan Kligerman, Nofar Birenbaum, Gal Mamalya, Kobi Cohen
VP Client Services: Ben Muskal
Account Supervisor: Moran Darzi
Account Executive: Dana Mey- Tal
Creative Coordinator: Eva Hasson

 

 

BBR Saatchi & Saatchi & Carlsberg Proudly Present: A Watch Pack Fit For A King

Case Study, Digital, International, , , , , , , , , , , , no comments

There is nothing like getting nice and cozy to watch your favorite TV series. This is true tenfold when it’s the season’s last episode. Whether you like watching the episode alone or with friends it is definite cause for celebration and some extra special nosh. But in some countries being a loyal fan of a TV series may mean getting up in the early morning hours just to make sure you catch the finale in real time (leaving no room for the classic spoiler Joes of the world).

That’s why ahead of the ‘Game of Thrones’ grand season finale, Carlsberg decided to spoil the series’ most uncompromising fans with awesome watch packs delivered straight to their door.

It pays off to be uncompromising!

Watch our case movie here:

https://youtu.be/44n221jRAjc

CEO: Yossi Lubaton
CCO: Idan Regev
VP Client Services: Ben Muskal
VP Content & Production: Dorit Gvili
Creative Director: Kobi Cohen
Digital Creative Director: Idan Kligerman
Creative Team: Reut Raz, Nofar Birenbaum
Account Supervisor: Moran Darzi
Account Executive: Dana Mey-Tal
Digital Producer: Maya Palmon
Video Editor: Leehou Porat
Creative Coordinator: Eva Hasson

BBR Saatchi & Saatchi Proudly presents a Presidential Charter

Interesting Things, International, , , , , , , , , , , no comments

In a bold move spearheaded by Baumann Ber Rivnay / Saatchi & Saatchi,  Israeli President Mr. Reuven Rivlin together with children puts the Israeli advertising industry’s typecasting practices to shame and urges it to change for the benefit of all Israeli society.

Israel is a melting pot. A country of immigrants who came from many different countries and cultures. A country where East meets West. A country where Ashkenazi Jews (from western countries), Sephardic Jews (from Arab countries), Ethiopian Jews, Arabs and Christian coexist but do not always do so on an equal standing. And while Israel is a country loaded with baggage on discrimination (having experienced it firsthand),  we are ashamed to say we are a country in which bias and prejudice still exists.

Nowhere is this more obvious than in Israeli advertising where the white Caucasian, blond, blue-eyed stereotype still reigns supreme.
Where portrayals of single sex families still are very rare and where you will be hard pushed to find a black Ethiopian kid
starring in a commercial let alone an Arab – unless it’s for purposes of typecasting him in various unflattering roles.

Not surprising if you look at casting calls issued by local talent agencies; stuff that will quite literally make your hair stand on edge.

But the job of advertisers, in our minds, is not only to reflect a country’s culture and values. Quite the opposite.
Advertisers have a responsibility to help shape the culture they live in and mold people’s behavior for the better.
The way we see things at BBR Saatchi & Saatchi, the industry has a proactive role to play in levelling the playing ground, abolishing prejudice and blowing up the glass ceiling.

Credits:
Chief Executive Officer: Yossi Lubaton
VP Content & Production: Dorit Gvili
Chief Creative Officer: Idan Regev
Creative Director: Kobi Cohen
Creative Concept: Dorit Gvili
Creative Team: Avner Rassel & Shiran Damari
Supervisor Strategic planning: Zemer Doron
Account Executive: Mor Aharon
Producer Manager: Bosmat Ben David
Creative Coordinator: Eva Hasson
Traffic Director: Ronit Doanis
Directed and edited: Or Ron

Bekol : Sound Changes Everything

Bekol : Sound Changes Everything : BBR Saatchi and Saatchi

Creative, Digital, International, , , , , , , , , , , , , no 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