Fight Ghost ads - When you fake the work, you fake the award.
As the representatives of White Square International Advertising Festival in Israel, we looked for a unique way to promote the festival among Israel's leading ad agencies, which are unfamiliar with it. In cooperation with Forbes Magazine, we've created DontFake.com, a creative competition in which agencies are asked to create press ads to promote a global agenda against Ghost / Scam Advertising. See http://dontfake.com/
We launched a 'call for submissions' campaign with the concept 'When you fake the work, you fake the award' in Forbes Magazine, banners, landing page and email marketing, all communicating our concept with faked logos. For ex. Epica turned to Replica.
A representative of the winning agency will receive an all-inclusive trip to Minsk and represent Israel as a juror in the Fourth International Advertising Festival - White Square and the best work will be featured in Forbes Magazine.
Design Agency: Hooligans
Executive Creative Director: Dori Ben Israel Kario
Copywriter: Peter Jay
Managing Partners (Hooligans): Max Shcherbakov, Sahar Lewenstein
Design: Miriam Moshinsky
Project Manager: Yaarit Rosenfeld
Coding: Guy Tzaban
White Square Festival PR Manager: Evgeniya Leonova
PR Agency: Ronnie Hassid, Ofir Auslander
Forbes Publishers: Rafi Rosenfeld, Nir Barzilay
Forbes Editor-in-chief: Simon Tetro