Daniel from McCann Digital explains the concept:
In Israel, the amount of banners per person is the highest in the world.
That's why when Cellcom asked us to promote "First Love", its branded content website which presents Israeli teenagers' love stories, we needed to come up with a new way of making it noticeable to people online.
To do that, we turned the URL address bar into our media, using it to present short love letters which in turn led viewers to the "First Love" website simply by pressing enter.
What we thought would be a nice campaign turned out to be a new media tool, as the 4 leading Israeli websites now support this new way of communicating messages, whether it's an advertising campaign or a website announcement.
Agency: McCann Erickson, Tel Aviv, Israel.
VP Creative: Eldad Weinberger
VP Creative Digital: Nir Refuah
Art Director: Nir Hersztadt
Copywriters: Tal Schweiger, Daniel Barak
Web Development: Niv Kantor
Web Programmer: Jonathan Bachman
Supervisor: Shira Porat
Account manager: Shira Cohen
Media Planner: Jasmine Bar-Gad
Published: July, 2011