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:
Client: Dead Sea Premier