CREATIVE DIRECTION
HADAS LIWER
INTEGRATED & NEW MEDIA
1.25 Cube – Cannes Chimera – 2013
The Cannes Lions International Festival of Creativity and the Bill & Melinda Gates Foundation joint venture "Cannes Chimera" recruits the international creative community, to help solve social issues around the globe.
The past 2 decades, the number of people living under extreme poverty has dropped by 50%! And still, 1.1 billion people are struggling with less than 1.25$ a day.
The world has set a goal to virtually eliminate extreme poverty by 2030, and the Cannes Chimera initiative is another important step towards meeting this worthy goal.
In June 2013, on the Cannes Lions Festival's stage, this challenge was launched: Help lead the fight against extreme poverty
We then remembered that Benjamin Franklin said, “Tell me and I forget, teach me and I may remember, involve me and I learn.”
It was clear to us, right from the start, that we must create an experience in order to really convey the message.
Only when people learn about extreme poverty, only then we can eliminate it altogether. This is how the 1.25$ cube experience was born.
The cube is a multi-sensorial space. Entering the cube is entering a once in a lifetime experience for the cost of 1.25$.
The cube's temperature, humidity, smell and sound are all controlled and along with audio-visual technology, it is designed to give the person who enters it a taste of life with a daily income of only 1.25$ a day.
Exiting the cube, participants get their 1.25$ back, and it is their decision whether to keep it or donate it to the less fortunate struggling under extreme poverty.
Our idea was one of 8 chosen and awarded out of almost 1000 submitted from 79 countries from around the world.
This prestigious award was a first time win for JWT Israel, as well as for the whole JWT network.
Pais - "lottery card" monthly subscription - 2011
Apparently, Israel is the only place in the world that when you win the lottery, someone actually calls to tell you about it. That someone in a nice lady named "Harela".
When we figured out that people don't believe they can win, since "Nobody ever does" or "I don't know anyone who ever won", we have decided to use Harela's real phone calls to the winners in our campaign.
For more then 5 years now, people are crazy about Harela, and the phrase "Harela call me" became a part of the language in Israel.
This integrated campaign is still going on, and it won many local awards and a gold Effi award in 2012.
Wrigley's - Five - 2011
When Wrigley's launched the “Five” gum brand in Israel, because of the premium dark look of it, it was immediately connected with night life (It looks like a pack of condoms...)
We virtually designed and built the Five Night Club, which had 5 rooms in it, each representing a different sense (The international brand strategy was the 5 senses)
Materna - Materna Hotel – 2013
Materna is the leading baby nutrition brand in Israel and a part of Nestle.
Materna is praising breast feeding, and considers itself as second best, and as such it is Closest to Mom, emotionally and of course nutritionally.
Being closest to moms, understanding them and their needs gave birth to an extraordinary idea:
Materna Hotel. The first ever hotel suitable for moms and their babies with special activities for both. The event was a great success and the campaign covered all kinds of media.
Next is the TV spot.
Pepsi - Big Spender – 2009
A major Digital activity asking young people to fantasize: How would you spend 1,000,000 NIS. in 24 hours over fun (without buying a thing).
This was the biggest thing in Israel for almost a month, at the end of which a group of 7 guys were granted their fantasy worth 1,000,000 NIS.
Next is the TV spot.
Wrigley's - Orbit: Shoot to Clean - 2010
A big integrated campaign featuring Orbit's left-over characters.
The campaign asked people to join the war against left overs and led to a big event, in which a huge screen was built in order for people to play the "Shoot to Clean" social game-live against others, on the big screen, using their own digital devices.
The "training program" included a similar free app. they could download and play with.
Mama Of – Extra thin Schnitzel - 2009
Mama Of (in Hebrew it means something like "The mother of all chicken") is one of the biggest schnitzel (breaded chicken cutlet) companies in Israel.
When they launched a new extra thin schnitzel, we used a surprising medium to pass that message on an extra thin budget, where it is matters the most – at the entrance to the supermarket's parking lot.