CREATIVE DIRECTION
HADAS LIWER
FILM
"Chance" - 2012
A viral film which used an internet trend widespread at that time:
Shit girls say about...
We used it to advertise a kind of a lottery ticket, which is relatively very simple to win.
Traditionally, this ticket's target audience is soccer fans, which for some of us from a particular gender, might be a bit challenging...
so we shot:
Shit girls say about soccer
claiming that:
You don't have to understand Soccer.
Chance. Simply Win.
The film went hysterically viral, raised a debate among women's organization who couldn't believe that a woman was responsible for this shit...
We then used short TV spot versions, broadcasted in major soccer games.
Netvision - stationary home telephone line - 2010
Netvision, an Israeli telecommunication company, had a crazy deal for its customers: Pay only 1 NIS a day and speak all you want.
This Viral film shows exactly that.
Wrigley's - Hubba Bubba - 2011
A short animation film for Hubba Bubba's big balloons gum.
The innovative concept was:
Blow it out of proportion.
Coca Cola - 2004
A big production T.V. spot, shot in L.A. with the free skydiving world champions.
All the stunts where shot live in the air, with no use of post-production.
Coca Cola. The Taste of Life.
Cellcom - The Moon - 2008
Cellcom is a big cellular company in Israel and its slogan was:
When you love someone...
And so they had a "small presents" program for its registered members.
We shot a beautiful and simple love story to feature "small presents" for the ones you love.
The Hebrew song main narrative says: For you - I'll bring the moon down...
Osem – Hot Meal – 2007
Osem, one of the biggest food manufacturers in Israel (a part of Nestle) went on a rebranding integrated campaign for "Hot Meal" a readymade meal for teenagers:
Hot or Not.
The T.V. spots referred the teens to the "Walla" portal (one of the biggest in Israel), and to a special area where they could influence and vote, on a daily basis, what's hot and what's not, on issues such as music, celebrities, fashion, gadgets etc.
The entire content on the web site was written for, and by teenagers.
Osem & The Jewish Agency for Israel – 2007
Osem, one of the biggest food manufacturers in Israel (a part of Nestle), wanted to help new Jewish immigrants feel at home during the holidays, so they communicated a special food packages for veteran Israelis who are willing to host new immigrant's families for a holiday meal.
The film shows two families, one of them is Ethiopian (who are still considered as new immigrants although it has been 30 years since they came to Israel)
The film beautifully acknowledges a very sensitive cultural topic.
Electra Bar – 2014
Electra is one of the largest manufacturers and wholesaler of home appliances in Israel.
They have introduced a new spiral water bar technology, the first of its kind in the highly competitive water bar market.
Cal Auto – 2014
With an extremely challenging media budget, we had to find a way for Cal-Auto – a leasing, selling and rental car company, to get noticed.
During the mega-hype created by the reality show "Beauty and the Geek", we used the twin stars of the show, The Malul Sisters.
They are very funny and not so smart, so we have created very funny spots of them, saying "not so smart" things about the brand, car rental, leasing etc. and claimed that: You don't have to be that smart to know that cars, you buy/lease/rent at Cal-Auto.
The provocative statement raised quite a discussion in the Israeli media, which benefited Cal-Auto and, well, got the brand noticed.
The spots looked very similar to the show, so each time the twins appeared on the "Beauty and the Geek”, it was as if it is an ad for
Cal-Auto.
14 short spots where shot and featured mostly online.
Ma'ariv – 2012
Ma'ariv is an Israeli daily newspaper which exists since 1948 – the establishment of the Israeli state.
The newspaper and its employees are a part of the Israeli history, documenting both happy and sad moments and the nation’s achievements.
During 2012 the newspaper had enormous financial difficulties, and was on the verge of closing.
As an emergency last resort, we shot 3 films during one night featuring 3 of the most veteran employees at Ma'ariv. Each of them told a different story, in which they took part in, from the Israeli history. A story they have covered/shot/printed. They are asking us to keep on buying Ma'ariv, so that they and 2000 Ma'ariv employees could continue to do just that.
Materna – Baby Formula – 2013
Materna is the leading baby nutrition brand in Israel and a part of Nestle.
Unlike other baby nutrition brands here, Materna always emphasizes the aspired mother baby relationship.
Osem – Crispy – 2012
Osem, one of the biggest food manufacturers in Israel (a part of Nestle) launched a new product called Crispy – a combination between a snack and a cracker.
We used different characters to feature a snack (fun, cool, young) and a cracker (dry, boring, old):
An old lady and a huge biker, or girl scouts and gothic teens.
Crispy – everything comes together.
Cellcom - The Train - 2008
Cellcom is a big cellular company in Israel and its slogan was:
When you love someone...
They offered a new upgrade opportunity in their typical love story style.
Netvision – Fast Internet Connection - 2010
Netvision, an Israeli telecommunication company – fast internet connection.
The faster you go – the more fun you'll have.
Osem – Ketchup – 2011
Osem's ketchup beats Heinz's every time when tested with kids (Osem is one of the biggest food manufacturers in Israel and a part of Nestle).
That is why we said: You can forget all about leftovers.
Osem – Pasta – 2009
Osem's pasts brand (Osem is one of the biggest food manufacturers in Israel and a part of Nestle).
Telma – Shugi – 2007
Telma, one of the biggest food manufacturers in Israel (a part of Unilever) launched new star shaped cereals for kids. It was the first time that Shugi, the bird-like character, went from 2D to 3D.
Osem – 2008
Osem is one of the biggest food manufacturers in Israel (a part of Nestle) producing pasta, cakes, soups and all kinds of food for the Israeli family. Osem is actually a part of the Israeli culture, and you can find its products in every Israeli kitchen.
Unusually, this film was made in the name of the entire corporation and not its different brands, claiming that There are moments we will always feel as if we are at home, featuring an Israeli family, having a Friday night's dinner with typical Israeli homemade food, welcoming the Sabath, even though they are not actually together.
Netvision – stationary home telephone line - 2011
Netvision, an Israeli telecommunication company.
Pelephone – Depeche Mode - 2005
Pelephone, one of the 3 biggest cellular companies in Israel announced that it has managed to bring the great 80's band – Depeche Mode, to Israel.
At the time it was a big sensation and tickets were sold out in minutes.
Pelephone – 3G TV - 2005
Pelephone, one of the 3 biggest cellular companies in Israel was one of the first to provide TV content such as news and important sport games via cell phones.
Simple and Savvy were the company's assets, and this was the style and tone of its films back then. (I loved it. Still do)