To demonstrate Yellow Pages classification ”X-ray”
we made the word ”X-ray” visible only when turning the page
in the magazine while exposing it to a source of light,
in the exact same manner that a real x-ray is read by a radiologist.

First Hug and Saatchi&Saatchi Israel, have created this direct mail campaign to raise awareness of the plight of abandoned babies in Israel.

Orange - don't text and drive
orange, mobile, text while driving, shalmor avnon amichay, y&r, telecommunications,
our last orange text ad won Bronze at cannes lions 2008

Winter print campaign for the Ace home improvement and appliances chain

Elmex wanted to promote their anti-cavities toothpaste, under the tagline “Helps prevent cavities” and asked them to find a surprising way to expose it. They collaborated with Israel’s largest bowling chain with branches in all major cities in the country. 140 bowling balls with no holes were randomly mixed with the regular balls on all the bowling lanes. 3 round stickers designed to look like the holes on the bowling ball were placed where the holes should have been. The stickers carried the message “Elmex – Helps prevent cavities”. The campaign was launched on December 2009 (peak holiday season in Israel) and is still running.

Discover our new ambient campaign for Elmex Anti-Cavities Toothpaste

The folks at BBR Saatchi & Saatchi Tel Aviv bring us a print campaign to advertise the hi-end sound system that comes as standard with all 2010 Ford Focus models.

BBR Saatchi & Saatchi Tel Aviv created an initiative based print campaign for the Auto Depot chain, inviting customers to a free winter safety check.

LED has arrived proclaims this print ad which turns the flat screen on its head making it look like a UFO. UFO has arrived? Bah, one TLA is as good as another. FWIW, IMHO, YMMV.

The increasing popularity of the song led to some great collaboration, while still keeping the story a secret from the general public:

· The "Going all the way" ringtone ranked 9th on Cellcom's "Most Downloaded Ringtones" list (Israel's largest cellular operator) and was featured on the front page of the "orange music" portal.

· The "Going all the way" song was chosen as the soundtrack for a Nokia online banner campaign promoting their new music-playing handset. There alone, it was played over 80.000 times.

· More than 300 coffee-shops and restaurants played the song once every hour for an entire month (via YCD Company) and generated more than 150.000 exposures at hotspots around the country…and counting.

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Sdia Going All The Way lower qulity.mp3

Last night the CEO of the Aids Task Force, Jonathan Karni, unveiled this year's campaign for the "World Aids Day": The "SDIA PROJECT".
The project which launched 6 weeks ago was based on a song called "Going all the way", about a girl with easy virtue, created by an unknown band called "SDIA".

The song which was released to all the Radio Stations in the country and was meant to spread and reach as many people as possible, set out to prove one point only:
See how easy it is to get infected. Get tested!

Musical Production
Written composed and produced by:
Ran Shem Tov and Shiri Hadar - IZABO
Singer: Roni Alter

Last night the CEO of the Aids Task Force, Jonathan Karni, unveiled this year's campaign for the "World Aids Day": The "SDIA PROJECT".
The project which launched 6 weeks ago was based on a song called "Going all the way", about a girl with easy virtue, created by an unknown band called "SDIA".

The song which was released to all the Radio Stations in the country and was meant to spread and reach as many people as possible, set out to prove one point only:
See how easy it is to get infected. Get tested!

…And the campaign, which started on all the radio stations in the country, proved that point... Here's the song being played on The Big Brother Show in Israel.

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Biox - English Fixed.mp3

Dead Sea Premier sells cosmetic products enriched with minerals from... the Dead Sea.
This year they launched a campaign for their Anti Age series:
A single radio spot was aired, at the precise second that Israel moved the clock back
and ended the daylight savings time.

This single radio spot was promoted with PR before and after it aired, resulting in wide
media coverage and and unusual number of curious radio enthusiasts that stayed awake
until 2 am, just to hear the single spot:

Take the stars home with you

To position HOT as the cable TV network with the best shows and the hottest stars,
BBR Saatchi & Saatchi Tel Aviv created a 140 meter long magnetic billboard,
onto which it attached over 6,000 cut-outs of entertainment celebrities.
The public was invited to peel off the cut-outs, which they did with great enthusiasm:
the entire display was stripped bare within 2 hours of launch, and was consequently restocked several times.

The first nation branding campaign for Kosovo kicks off with an inspiring 60-second film created by BBR Saatchi & Saatchi Tel Aviv to position the nascent state within the family of nations.
The film focuses on the collective spirit of the youth of Kosovo in building their new country - apt for a nation that is one of the youngest in the world and which has the youngest population in Europe.
The ad closes with the strapline: 'Kosovo – The Young Europeans'

....OW, that stings.

.....Ouch. Some balls have it harder than others. Created by Shalmor Avnon Amichay/Y&R Interactive Israel who added "I feel sorry for those balls"

A rather unusual setting for a fashion brand, in the post apocalypse after the swine flu kills us all, the last remaining people, who happen to be enfant terrible duo Alice Dellal and Josh Beech, stare each other out as they get dressed. Because if you were the last two people on earth, fashion would matter, right?

Update, BBR Saatchi Tel Aviv really want this description to go with it - so here you go.

Twenty Three in Israel have a twisted sense of humor - when they create a game for consumers to win money, they make it a very difficult game to win. Would be really funny if one of Benjamin Netanyahu's bodyguards got him a bottle to help bibi. (Nice touch with the cheerleading Obama & Osama in there.)

Water& is a mineral water brand that help relax, energize and re-charge. So we thought that the person that needs it the most is the one with the worst job in: our Israeli prime minister Benjamin Netanyahu.
The idea is simple: the first one that will hand him over a bottle of Water& will be awarded with 2500$
the catch: our PM is on of the most secured personnel in this planet :)

Tony Granger, Young & Rubicam's Global Chief Creative Officer and Y&R's Global Creative Board announced the winner of the network's annual "Idea of the Year" awards - it's the super clever whenthelightsareoffthesiteison.com website that Shalmor Avnon Amichay Y&R Interactive Tel Aviv did for Orange to launch their new internet movie portal "Orange Time". The website won't open properly, until you turn off the lights, just like in the cinema where the main feature starts after the lights are dimmed. For those who can't check it out due to too much light in your office, watch a quicktime film of the effect inside. I can't help but sing "clap on, clap off" when I watch it and clap along but I may have consumed too much Jolt today