Israeli Independence Day is also known as 'National BBQ Day', because everyone – and we mean e v e r y o n e – gathers around their grills for a celebration. It's like Valborg in Sweden or 4th of July in the United States. You'd think it was the law. Come to Israel on that day and you will see people fanning their grill everywhere: from national parks and the beachfront sands right down to traffic islands left for those who simply didn't get up early enough to capture a spot. (Seriously, just google "Israel independence day BBQ" and you'll see things are mental!)

So as the flamed grill pros BURGER KING are, they decided to help everyone get ready for the holiday, and created an interactive mobile phone pre-loader ad experience which invited people to practice their BBQ fanning skills… with their phone. The NafNaPhone, from the Hebrew word 'LeNafnef' which means "to fan."

The higher the flame they managed to fan up – the higher the discount they got on a delicious grill flamed Whopper Meal. Keep fanning, kids.

Advertising Agency: Leo Burnett Israel
CEO: Adam Polachek
CCO: Ami Alush
CTO: Yacov Zoaretz
Copywriters: Elad Gaizler, Ouriel Ferencz, Oren Ben-Naim
Art-director: Meital Miller
VP Clients: Idit Zukerman
Account Supervisor: Laura Zimin
Agency Producer: Menny Zarhia
Production company: Tiferet

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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