Zehava Gonen Greenberg

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

August 9, 2019CreativeAdi Muggia, Adva Aviad, Amit Melnik, BBR Saatchi & Saatchi, Ben Muskal, Eva Hasson, Eyal Vinitzer, Gabi Levi Elkayam, Gali Divon, Iris Yisraeli, Israel, Jenny Gindus, Kobi Cohen, Leehou Porat, Liran Rozen (Anova company), Livnat Alon, Masha Varshitsky, Moran Darzi, Noam Carmel, Ortal Elias, Robert Mizikovsky, Ron Kedmi, Ronit Shekel, Saar Amir, Shani Adelshtein, Sharon Shinar, Shira Segal Kuperman, Tom Lin, Yaron Keinan, Yaron Perel, Yaya Cohen Aharonov, Yifat Mor, Zehava Gonen Greenberg, Zohar & Yankale Yakobsonno 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

May 30, 2019Creative, Digital, Interesting Things, InternationalAlina Yavsenko, Appearia, Aviv Benzikri, BBR Saatchi & Saatchi, Ben Muskal, Bosmat Ben David, Chen Ariel Graizman, Dana Schossberger, Eva Hasson, Eyal Vinitzer, Gabi Levi Elkayam, Hilla Rahimi, Iris Yisraeli, Israel, Jenny Gindus, Kobi Cohen, Leehou Porat, Masha, Maya Palmon, Mor Hay, Naor Itzhak, Noam Carmel, Nofar Birenbaum, Ronit Doanis, Rotem Mizrachi Yoshia, Roy Zoaretz, Shani Sofer, Varshitsky, Yaron Keinan, Yaron Perel, Zehava Gonen Greenbergno 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

A launch campaign for Super-Pharm’s second ‘Beauty Vlogger Academy’ by BBR Saatchi & Saatchi

August 9, 2017Digital, InternationalAnastasia Poltavski, BBR Saatchi & Saatchi, Ben Muskal, Carmel Gilan, Dorit Gvili, Eran (Shushu) Spanier, Eva Hasson, Gal Mamalya, Gili Peer & Rotem Mizrachi Yoshia, Idan Kligerman, Idan Levy, Idan Regev, Joe Baruch, Liron Harel, Maya Palmon, Michael Shely, Moran Nurok, Noa Sharf, ram baruch, Spanier, super-pharm, Tani Zipper, Udini (Udi Efrat), Yaniv Shahar, Yossi Lubaton, Zehava Gonen Greenbergno comments

Super-Pharm, the leading beauty cosmetics retailer in Israel launched its second “Beauty Vlogger Academy”. An academy which will form, shape and instruct Israel’s next generation of beauty vloggers.

Unlike in other parts of the world, where there are many YouTubers women can turn to for advice on how to create the latest look, in Israel there are but a handful of beauty YouTubers. That’s why Super-Pharm decided to fill in the gap and launch a search for Israel’s next big “Beauter”.

The commercial we created for the launch of the search, was inspired by the shape of the YouTube video frame and took several months of planning. The reason is that most of the action revolves around seven different frames which were hand crafted out of paper and cardboard. To complicate things further, we added to each frame elements such as cogs, folding concertinas, led lights and more which made the production challenging as they had to be hand operated on the set and the actress had to react to them on cue.

But hey, who wouldn’t go the extra mile for aesthetics right!?

Watch our commercial here:

Get animated gifs of the craft in process:

-Planning a vector design:

http://gph.is/2ubJyQp

-Cutting hundreds of paper elements by hand and laser machine:

http://gph.is/2uMBNny

– Gluing and assembling the frames and 3d elements together:

http://gph.is/2uMKPkc

http://gph.is/2ubifWs

Credits:
Client: Super-Pharm
Advertising Agency: BBR Saatchi & Saatchi, Israel
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Director: Idan Levy
Digital Creative Director: Idan Kligerman
Creative team: Eran (Shushu) Spanier, Tani Zipper, Carmel Gilan
Craft Artist: Carmel Gilan
VP Production & Content: Dorit Gvili
Production: Maya Palmon
UI/UX: Gal Mamalya
VP-Group Account Head: Ben Muskal
Account Supervisor: Noa Sharf
Account Executive: Gili Peer & Rotem Mizrachi Yoshia
VP Strategy: Joe Baruch
Planning Supervisor: Moran Nurok
Creative Coordinator: Eva Hasson
Production company: Udini (Udi Efrat)
Director: Eran (Shushu) Spanier
Advising Director: Ram Baruch
Studio: Zehava Gonen Greenberg, Anastasia Poltavski, Yaniv Shahar, Michael Shely, Liron Harel