Here's one of those simple, "why didn't we think of it before," ideas. At every sporting match there's a coin toss. And the Israeli Football League is no different. But what happens to the coin after it gets tossed? It goes back in the ref's pocket. Agency Bruckner Yaar Levi had an idea to put that coin to use instead. They partnered with Fulfilling Dreams, a non-profit that helps terminally ill children fulfill their dreams. In this case the children all want to see a the Israeli League playing against specific teams in various cities like Barcelona or Madrid. The coins the referees donated are now a symbol, encouraging Israelis to donate to the cause as well.

Client: Fulfilling Dreams Agency: Bruckner Yaar Levi
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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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