Shalmor Avnon Amichay/ Y&R Interactive emails us breathlessly and says:

How do you create the ultimate reality? You take the winners of the 2 top rated reality shows in the country and set them against each other. INSIDE A BILLBOARD.

Yeah, okay, that's a pretty funny idea for an event. I don't watch reality shows, nor do I watch Israeli shows in particular, but hey, live billboard reality, I'm down with that. What's the idea? "All assignments and tasks during the reality game will be performed using only Yellow Pages different interfaces: Smart-phone app., website, facebook and twitter pages, special minisite and mobile texting.. " aaah. So they have to solve quests, inside a live billboard, using only yellow pages stuff. Gotcha. Where can people see this stuff? On the Yellow Pages minisite, on Mako, channel 2 website and on Walla, Israels 31 website.

The 1 million $ event, created by Shalmor Avnon Amichay/ Y&R Interactive, kicked off Sept 28 and is the latest in a long line of the famous Yellow Pages outdoor campaigns which have been running for years, winning awards in festivals all over the world.

Now it is time to challenge the billboard format and turn it into a Reality Billboard: The ultimate entertainment experience.

The 2 reality giants:
· Eliraz Sadeh, winner of "The Big Brother" show (#1 rated show on Channel 2)
· Natan Bashevkin, winner of "Survivor" (#1 show on Channel 10)
will compete against each other for the title "The Billboard Master" inside a specially constructed giant billboard.

Each contender will be allocated one half of the billboard and a partition will separate the two compartments. As one of them gains more points the partition will slide over and shrink the other contender's compartment. The audience on the scene and at home will be able to aid their favorite contender by voting and helping him using the different Yellow Pages interfaces.

VP Marketing and Business Development for Yellow Pages Israel, Zeev Gruber, said: "In the last month (since the promos for event aired) Yellow Pages received more PR and consumer engagement than it had received in the past few years altogether"

A grand happening will take place at the Reality Billboard's location itself. Thousands are expected to arrive and watch the entertainment game live.

Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv Date: Sep. 2010 Chief Creative Officer: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yariv Twig Art Director: Gil Aviyam Copywriter: Sharon Refael Executive Client Director: Adam Polachek Account Supervisor: Dikla Tzemach, Aileen Tito Account Manager: Daphna Tsror Planning Director: Yoni Lahav Planner: Zohar Reznik Office Producers: Shira Robas Photographer: Menachem Reiss Interactive Executive Interactive Director: Guy Poreh Interactive Creative Director: Roy Cohen, Sagi Blumberg Interactive Creative: Maayan Dar, Tom Dolinger Interactive Account Manager: Gadi Margulian Media Company: Union Media Production Company: POV Director: Shahar Segal Post Production: Gravity Event Production: Kuperman Productions Content Development: Elad Kuperman, Shabi Zeraia, Asaf Forman Event Producer: Liat Danzinger VP Marketing and Business Development, Yellow Pages: Zeev Gruber Marketing Manager, Yellow Pages: Anat Gisin