Masha Varshitsky | DesiCreative

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

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 and Para Chocolate present Sweet Advisor

The Eurovision song contest is the biggest musical event in the world and this time it’s taking place in sun filled Tel Aviv – the ‘city that never sleeps’. In total, some 18.000 tourists are expected to make their way here. That’s why Para Chocolate, Israel’s national chocolate brand thought up a way of making their stay super sweet and at the same time give them a taste for the place they wouldn’t forget.

Working with one of the country’s best chocolatiers, it created Para Chocolate’s ‘Sweet Advisor’. A map of Tel Aviv made entirely of Para chocolate that not only details the city’s sweetest spots – but the city’s best kept secrets and places only the locals know about but make Tel Aviv what it is.

The map which awaited them on their bed at Brown and Atlas Hotels throughout the city, pinpointed over 10 points of interest in the city including:

The Shuk HaPishpeshim Flea Market – one of the city’s most colorful places where you can find vintage items while walking through the market’s picturesque side streets filled with bars and restaurants.

The Habima Square – one of the city’s most beautiful squares and home to the Habima Theater with its sunken garden in which we recommend sitting and drinking a beer from one of the nearby bars and cafes.

The Rabin Square – where you’ll find the world’s largest concentration of peace doves.

The Brown Bar – Located at the Brown Hotel which offers a real Tel Aviv kind of atmosphere and the best cocktails this side of the Middle East.

While our chocolate is probably too good to share, we’re pretty sure our visiting music fans will share the knowledge with their friends to make sure they have a stay that really rocks!

Credits:

Advertising Agency: BBR Saatchi & Saatchi, Israel
Chief Executive Officer: Ben Muskal
Chief Creative Officer: Yaron Perel
Creative Director: Shay Israel
VP Content & Production: Iris Yisraeli
Producers: Nurit Rimon and Tali Sasson
Digital Creative Director: Idan Kligerman
Art Directors: Gal Porat
Copywriter: Ran Even
VP Strategy: Yossi (Joe) Baruch
Creative Strategy: Eva Hasson
Strategic Planning Supervisor: Zemer Doron
Strategic Planner: Assaf Hauschner Regev
Strategic Media Planner: Ronit Shekel
Traffic Director: Ronit Doanis
Traffic: Mor Hay
VP Client Services: Lee Bryn
Account Supervisor: Ronny Chaikin
Account Executive: Michal Kadosh & Sapir Seren
Studio BBR Manager: Yaron Keinan
Art Directors Studio: Gabi Levi Elkayam
Studio BBR: Masha Varshitsky
Video Editor and Director: Leehou Porat
Marketing content: Hadas Cohen

FIREWORKS C.E.O & Chief Creative Officer: Yariv Twig
FIREWORKS Studio Manager: Livnat Tasa
FIREWORKS Studio: Assi Eliovich & Omri Tal