Comme Il Faut launches the "She was asking for it" collection to raise money for rape crisis centers

The number of women who have fallen victim to sexual assault in Israel are as high as anywhere else. But research also shows that a whopping 40% of the Israeli public believe that the way women dress, if revealing, is partly to blame for their assault, in other words – they are “asking for it.” This is the kind of attitude that launched “Slutwalks” as a response in other parts of the world, but creative agency Gefen Team decided to show people how absurd that line of thinking is, with the “She was asking for it” fashion collection.

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For Peugeot, where the rubber meets the road is love

With its grip control technology, the Peugeot 2008 really loves the road. Like, really.

Gett & Coca-Cola – Taste the commercial – (2016) case study (Israel)

Gett & Coca-Cola - Taste the commercial - (2016) case study (Israel)
Another high-tech idea for Coke in Israel that could only be done in Israel, a small and very wired county where seemingly everyone has the latest phones and apps. The TV commercial prompted smartphones to react via ultrasonic signal undetected by the human ear, opening an app that allowed people to order ice-cold Coca Cola straight to their door immediately. Within minutes of the ads airing, Coke’s were delivered all over the country. This stunt was done in collaboration with Gett – the most popular Taxi app in Israel, which everyone already has installed on their phones. The user simply has to hit the “Gett Coca-Cola” button, and 5 minutes later there’s a knock on the door and lo and behold – 2 Coca-Cola bottles, a cooler branded with the Coca-Cola logo and a bottle opener arrive via the Gett taxi service.

Neat.

Shalit House "The lost children" (2016) 2:10 (Israel)

Back in January, ACD Grey TelAviv had fantastic idea for Shalit house. With so many abandoned children in Israel, one out of twenty-five, they made use of the PA system at a store like the equivalent of a Target or something, and had the workers announce over the PA that there were missing children. You must see it to believe it. This is the case study for it.
Such a great idea to hack this kind of “media.”

Splendid chocolate "First time" (2015) :37 (Israel)

Kids try bitter dark chocolate for the first time. When you grow up, you’ll get it. Ha.

Life "WetBrush" (2015) 1:30 (Israel)

Life puts its WetBrush to the test with parents and kids. Can they tell who is brushing their hair? Not any more. The new WetBrush eliminates the pain of having your knotty hair brushed.

Kids React to Their First Bites of Bitter Dark Chocolate in This Priceless Israeli Ad

Dark chocolate? Yuck.

That’s the verdict of the kids who try the confection for the first time in this exceptionally cute, straightforward, and effective Israeli spot for Strauss Group’s Splendid brand.

The youngsters’ reactions are priceless. Heck, the moppet’s eye-roll at the 20-second mark almost made my head explode.

BBR Saatchi & Saatchi created the ad. “Most Israeli moms actually keep a full drawer stocked with goodies, which by the end of the week is bound to need serous refurbishing,” says agency rep Eva Hasson.  “But curiously, often enough, the only pack left half eaten in the drawer is the dark chocolate. This got us thinking, and we realized Splendid chocolate—being as dark and bitter a chocolate as you can get—probably lacked the sweetness kids were after.”

While the grown-up treat may offend immature palates, we’re assured at the spot’s conclusion that the candy will sweeten adult dispositions. (The effect on adult waistlines, however, may not be to everyone’s taste.)

“We filmed quite a few kids,” Hasson says, “but, to be honest, none of the kids really liked it. Most of them begged us to stop and one even cried.”

The results may not be scientific—on repeat viewing, the reactions could easily look put-on. Nonetheless, BBR has excelled at whipping up spots that depend on facial responses as key components. Its work for Super-Pharm’s Wet Brush, with school-age girls guessing if mom or dad is brushing their hair, exudes pouty cuteness. And a poignant film for that client’s razor blades—gauging the reactions of family and friends to a 44-year-old man who shaves off his thick beard after 14 years—makes a bald-faced emotional appeal.

Of course, another office in the Saatchi network is well known for delivering its own prize-winning display of artistic expression—right into a pair of Pampers.

 

Huggies "Daddy ep1: pregnancy" (2015) 2:43 (Israel)

A very sweet in-depth look at fathers and their experience going through the profound feeling of having a baby in this branded content piece for Huggies. The ones they interview give the credit to their wives– one of them draws the line at the phrase “we’re pregnant,” while another considers men the co-pilots at best. Dadvertising. At least these dads are speaking from the heart.

Huggies "Daddy: Promo" (2015) 1:30 (Israel)

Dadvertising has hit Israel, in this spot for Huggies which features dads describing what their little ones mean to them.

88FM – Since 1995 – press ads, Israel

88FM is celebrating its 20th anniversary of giving you the best music on the radio by immortalizing our favourite musical instruments, the hairbrush microphone, the pen-drumsticks and the broom-guitar.

Simply, yet cute.

Man Shaves Beard Off After 14 Years, and Family Reacts in Shock, in Remarkable Razor Ad

“Maybe it’s a new chapter in my life.”

That’s how Amit (aka, “Mook”), a 44-year-old dude who’s had a thick beard for 14 years, describes the experience of shaving it off in “My New Face,” a remarkbaly three-minute online film by Israeli agency BBR Saatchi & Saatchi for Super-Pharm’s private label line of Life M6 razorblades.

Since the M6 competes with better-funded brands such as Gillette, “traditional messaging promoting efficiency due to number of blades” would likely have proven “majorly ineffective,” says BBR’s Eva Hasson. “That’s why we decided to follow a different approach.”

The idea for the film originated with an agency staffer who recalled that as a child, he did not immediately recognize his father after he shaved off his trademark beard. Much to the agency’s surprise, the client proved eager to give the offbeat idea a try.

“We were offering to shoot a documentary, which is not your regular advertising format where things are scripted,” Hasson says. “This format is a lot riskier, and we warned our client that we may ultimately go through all the motions and end up with nothing. Truth be told, we actually shot three documentaries—only one worked out. This was a gutsy decision by the client, who rolled with us, and so far, the movie has garnered over 430,000 views in under a week.”

Agency creatives were also surprised to learn “the volume and sheer power of the emotional attachment men have developed toward their beards,” says Hasson. “Some of the topics uncovered were the fact people like to hide behind their beard. It gives them a sense of security. It is an exteriorization of their virility. They believe it is a source of authority.”

Indeed, in the video, Amit admits that he “can’t remember being so nervous,” and frets about “loss of virility, loss of intimidation power.” Once the six-bladed cartridge has done its work, Amit looks at least 10 years younger and—in my estimation, at any rate—more friendly and approachable than he had before.

The reactions of his family are priceless. And in the end, the special people in Amit’s life heartily approve of the change, and our hero embraces his “new self,” reveling in the nearly forgotten tactile sensations he can once again enjoy. It’s almost as if he’s cut through a barrier he didn’t know existed. “It’s amazing,” he says.

“It’s about the simple pleasures that come from being clean shaven,” says Hasson. “Little things like the ability to feel a gentle breeze and the sunshine on your face, to kiss without tickling, to look younger.”

Few consumers will undergo such an intense sensation of renewal by using M6 blades. Still, the film does a fine job of boosting the brand by transforming a basic consumer good into an almost mystical agent of change.

CREDITS
Client: Super-Pharm
Brand: Life Private Label Brand
Product: M6 Razorblades
Agency: BBR Saatchi & Saatchi Tel Aviv
CEO: Yossi Lubaton
Executive Creative Director: Nadav Pressman
Creative Director: Idan Levy
Art Director: Michal Gonen
Copywriter: Yair Zisser
Digital Creative Director: Maayan Dar
VP Production: Dorit Gvili
Producer: Odelia Nachmias Freifeld
VP Client Services: Shani Vengosh Shaul
Supervisor: Noa Sharf
Account Executive: Stav Hershkovitz
VP Strategic Planning: Shai Nissenboim
Strategic Planner: Roni Arisson
Planning Information Specialist: Eva Hasson
Traffic: Ronit Doanis, Yael Kaufman
Production Company: T GO Tom Sofer
Director: Oded Binun
Postproduction: Broadcast

Super-Pharm "Mook" (2015) 3:04 (Israel)

Social experiment time. For Super-Pharm’s private label line, M6 razorblades they had a guy give up his beard of 14 years to see what would happen. His wife and kids (who had never seen him without his beard) were stunned, but the best moment comes from his dad who mistakes him for a customer in his store at first. Along the way we get some insights into why men keep their beards, and what happens when they shave them off.

Coca-Cola "First dish or first picture?" (2015) :50 (Israel)

Okay I’m not sure if that ttitle is write as I’ve google translated it. In Herbrew it’s ???? ???? ?? ???? ??????? Regardless, it’s fun to watch these people instagram their way through each meal, because unfortunately it’s become more important than the meal itself now. The end line translated is this: The meal is prettier in the picture – the meal is tastier with Coca-Cola. Very silly, but still in keeping with Coke’s overall Happiness theme.

BEKOL – The revolutionary anti-aging product – (2015) :30 (Israel)

BEKOL - The revolutionary anti-aging product - (2015) :30 (Israel)
Selling hearing aids with a twist – you spend a fortune on looking younger with skincare and miracle creams, why not spend a little on something that keeps you young because you’ll hear better? Clever repositioning from BBR Saatchi & Saatchi, Israel.

World in Motion (2015) 2:00 (Israel)

World in Motion (2015) 2:00 (Israel)
Here’s film about the power of music to transform us that was written and directed and edited by up and coming filmmaker (and senior copywriter) Orel Bitan. The voice over is quite moving, and the cinematography is fantastic, too. Makes me want to go to Israel.

Kanat Agricultural Insurance is like Noah's Ark for produce

Cute little Biblical visual solution for Kanat Agricultural Insurance that protects farmers from unexpected disasters.

Carmel Wineries – Reaching the Foodie Generation with Instagram Dishes (case study)

Carmel Wineries - Reaching the Foodie Generation with Instagram Dishes (case study)
Crmel, the countries oldest winery had lost some of its brand charm and thus customers in recent years. It needed to be repositioned as a stylish, innovative wine brand and this was achieved by seeing how people interact with food these days. Through a smartphone. They created FOODOGRAPHY; A series of unique and unforgettable live dining events, that doubled as photography workshops
where hungry participants got to shoot & eat two first-of-a-kind dishes created to capture the perfect shot of gourmet food through a smartphone. Israel’s best food photographer taught a quick class in how to take the best pictures, and the dishes created by skilled ceramic artists lent themselves to instagram film or a distraction free photo. Who got to go to the first ofthese events? 2 Michelin Star Chefs, Renowned Local Food bloggers, Food Critics, Newspaper & Television Journalists, Top Wine Critics and so on. They all had so much fun the topic trended on twitter and instagram immediately.

Did it sell more wine? Yes, yes it did.

Infographic: The Typical Life of an Agency Employee, at Work and at Home

What inspires agency people? How do they get to work? What’s their favorite color? What animal would they be? What would they be doing if they weren’t working in advertising.

Shushu, a senior copywriter at BBR Saatchi & Saatchi in Tel-Aviv, asked 128 of his colleagues those questions, and many more, and collected the results in the infographic below—giving a snapshot of the lives at his agency, and perhaps in advertising generally.

Bonus points for asking where they’ve had sex with colleagues; negative points for asking how many times they go to the bathroom every day.

Via The Inspiration Room.



Diet Coke Prints 2 Million Unique Labels in Latest Stroke of Packaging Genius

You thought Coca-Cola was getting personal when it rolled out 250 bottle labels featuring people’s first names. Well, Diet Coke just went and individualized 2 million bottle designs.

Coca-Coca Israel created the campaign, with help from Gefen Team, Q Digital and HP Indigo. (In fact, it was Indigo, which was founded in Israel, that helped Coke solve the enormous production challenges around the “Shake a Coke” campaign when it first rolled out in Australia in 2011.) For the Diet Coke project, a special algorithm led to a unique design technique that allowed millions of designs to be completely auto-generated.

The resulting product conveys to “to Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles,” said Alon Zamir, vp of marketing for Coca-Cola Israel. (Dr Pepper, whose whole campaign is built around being one of a kind, is going to be pissed about this.)

The concept nicely extended to the ad campaign, which featured hundreds of uniquely designed billboards, as well as point-of-sale stunts that sold T-shirts and other merchandise featuring your specific bottle design.

The genius of “Share a Coke,” of course, was how personalized it felt, rather than how personalized it actually was. (Your first name isn’t exactly unique, after all—and if it is, it wasn’t on a Coke bottle.) Still, the Diet Coke idea is a conceptual and executional triumph—the designs look fantastic, on top of it all—and a brilliant stunt, even if it won’t generate the same level of buzz.

Check out more images below, along with a case study video showing the process.

Via PSFK.



Stare at This Ford Print Ad for 30 Seconds, and It Will Suddenly Make Sense

BBR Saatchi & Saatchi created this print ad for Ford Israel that also happens to be an optical illusion. It promotes the Ford Explorer’s Park Assist feature in a way similar to those email forwards from your aunt that ask you to stare at an image until you see the face of Jesus or the outline of Elvis.

“Stare at the black dot for 30 seconds. Move your eyes to the empty parking space. See how easy it is to park,” says the copy.

Thirty seconds may be a long time to look at an ad, and my eyes kept ramming the SUV into the parked cars. But it’s still a fun way to highlight a feature without using jargon that just feels like a lot of empty words (“aerodynamic space material for precision control!”).

What do you think? Are you into it?

Via Digital Synopsis.