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.

Air Date: Ongoing Advertising Agency : Baumann Ber Rivnay / Saatchi & Saatchi CEO : Yossi Lubaton VP Creative Director: Nadav Pressman Creative Director: Eran Nir Art Director : Shirley Eva Bahar Copywriter: Liron Cohen Art Director: Ori Hasson UX and Interaction Expert: Gal Mamalya VP Production/Content: Dorit Gvili Digital Producer: Maya Palmon Account Group Head: Shani Shaul Vengosh Account Supervisor: Michal Popov VP Strategic Planning: Shai Nissenboim Strategic Planning Information Specialist: Eva Hasson Producer: Alon Shmoelof Video Editor: Dan Deutsch Traffic Co/Ordinator: Ronit Doanis Chef: Meir Adoni Food Photographer: Dan Peretz Ceramic Artist: Adi Nissani PR Coordinator: Orly Segal

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.