Tu Be'Av, is the Jewish Valentine's Day. In order to spread the word (but not spread anything else) McCann Tel-Aviv created a mobile interstitial that took advantage of your phone's vibrate function to send a special message. Simple, but fun and contextual, too.

Client: Durex for Reckitt Benckiser
Agency: McCann Tel-Aviv, Israel
Executive Creative Director: Nadav Pressman
CEO McCann Digital: Maor Chen
VP McCann Digital: Oded Lavie
Creative Director: Idan Kravitz
Creative Team: Ronen Kornberg, Niv Herzberg
Design: McCann Digital Studio
Account Supervisor: Tom Eshel
Account Manager: Natalie Zvolonov
Production: Dan Segal
Strategic Planner: Omri Peled
Technology Development: Mobium
Media: Neomy Wolfner, Amir Maimon

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.