Creative Criminals

“Every years hundred of babies are abandoned in Israel. You can help!”
This is again a brilliant campaign from BBR Saatchi & Saatchi in Tel Aviv. It’s for Hibuk Rishon’s (First Hug), a non-profit organization fighting against the abandoning of babies. Many people are not familiar with this issue, let alone with the association.
To raise awareness of this uncommon problem and to enlarge the number of volunteers, they’ve put images of babies on peoples’ doormats. As people were leaving their houses they saw a baby laying in front of their doorstep. The campaign had a lot of positive reactions and the number of volunteers rose.

These print advertisements made for radio station RAM FM is made out of only travel stamps. In the ads you will recognize Bob Marley, Elton John, The Beatles and Kylie Minogue. Catchy tagline that goes along is: Music has no boundaries.

A really cool television spot for Israel Radio, they are using television as a medium to promote a radio station. This spot makes people think about what they hear and see.
‘What you hear has much more impact, perk up your ears, radio advertising works.’

University: Israel Radio
Agency: Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv
Country: Israel

Elmex is a brand of toothpaste manufactured by GABA International AG, a European manufacturer of branded oral care products. They wanted to suprise people and show them that Elmex is the perfect product to prevent cavities. Together with Young & Rubicam (Shalmor Avnon Amichay) they’ve made a brilliant interactive campaign.

They’ve collaborated with Israel’s largets bowling chain. 140 bowling balls were ordered and randomly distributed amongst all bowling halls. The one thing these bowlingballs didn’t have were holes. Instead of the holes, Elmex placed three stickers saying: “Helps prevent Cavities. Elmex”

There’s not much explanation needed for this campaign, everything is explained in the video. The problem with this video is you have to listen to an anoying voice that can’t stop talking about how good the idea is. But I have to admit, the concept is really good! If it had the effect they claimed it did, then this proves there is not much money needed for a good campaign.

As part of a 360 campaign entitled ‘At home with the stars’, BBR Saatchi & Saatchi Tel Aviv created a 140 meter (460 feet) long magnetic billboard, onto which it attached over 6,000 cut-outs of entertainment celebrities that the public was invited to peel off and take home with them.

This resulted in that the entire display was stripped bare within 2 hours of launch, and was consequently restocked several times.

This campaign was made for HOT, a television network, to promote their show and stars to its customers.

An Urban Protest Exhibit featuring 1.3 kilometers of empty dinner tables to raise 200,000 holiday meals.
I have some strange feelings with this one, why spend this much money on a non profit campaign?
Nontheless it’s a good idea, and again from Israel!

If only there were as much creative ideas in Belgium as there were in Israel, I can’t say it enough!
Again a simple idea, but it would put a smile on my face if I see this in real life!

BBR Saatchi & Saatchi Tel Aviv have applied to the Guinness Book of Records for having created the world’s largest dress. The 100 square meter garment appears on a huge billboard in Tel Aviv, part of a campaign for a new fly-on-the-wall documentary showing on HOT cable TV.

The series, called ‘Connected’, follows the private lives of five different women, who document every detail of their daily routine with hand-held video cameras. Wiewers can watch all of the footage live, 24 hours a day. The 6-storey high wall billboard features the cast of the show in full size, with the main character wearing the record-breaking dress which reveals all to passersby below – just as the the show promises to ‘expose everything’.

Like I said a couple of days ago, Israelian advertising agencies are doing an incredible job. And every time it’s Young & Rubican Tel Aviv that pops out for me.
This again is a textbook example of good media usage. Love it!