How would you feel if you're minding your own business, and then suddenly death calls you stating: "Death can catch you anywhere, even at the Organic" - while you're at the Organic? Pretty wigged out, right? Those stalked by death took it well though, and the Facebook app that allows you to record a message only to be heard once you're actually dead took off.

'IF i DIE', is a unique Facebook application that enables people to leave a message that will only be published after they die. Since nobody thinks they will die anytime soon, In order to encourage people to use this app, we had to remind them that death can catch them anywhere, anytime, and that they’d better leave a message before it was too late.

Using the API of popular location based services (foursquare, Gowalla..), combined with twitter, 'Facebook places' and 'Google Latest', we were able to track thousands of check-ins worldwide. With this information we knew exactly where someone was in real time, and could communicate the message in person and that's exactly what we did. We called thousands of people from all over the world to their place of check-in and asked to speak with that person, after he was called to the phone, we've communicated our message in a personal way and reminded him that death can catch him anywhere, anytime.

We all know that one day we will die, but we don't like to think about it, because it's not going to happen anytime soon. Based on the strategy that "Death can catch you anywhere, anytime" and with an innovative use of location based services, we reminded people, that just like we did, death could also catch them anywhere, anytime and that they’d better leave a message before it was too late.

Without any media budget at our disposal , the sudden and extensive interest that the campaign initiated produced numerous headlines in newspapers, blogs, radio and TV coverage, resulted in an 800% increase in recorded messages being left on “If I Die".

Client: Willook, Eran Alfonta Agencies: Mizbala, twentythree Executive Creative Director: Dori Ben Israel Kario Creative Partners: Yossi Tzarfati, Erez Rubinstein PR Agency: Ronnie Hassid, Ofir Auslander Account Manager: Michael Poraz CTO: Assaf Sela Web: Edan Tal Art Directors: Rona Sagi, Roey Jamal Musicl Director: Yishay Raziel Voice: Jeff Laurence Gill, Brad Dassy, Eric San, Nathen Knight Agency Producers: Ginat Moyal, Dor Sinai, Amit Horesh, Hila Feder, Roy Lilian, Liron Ashkenazi, Max Chertkov

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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.