A gold Clio went to the "Missing Soldiers" project – The internet shut down

Brief:
On July 12th 2006 - Ehud Goldwasser and Eldad Regev were abducted by the Hezbolla. Since their kidnapping no news about them has been received.
To keep their issue a top priority on the public's and the government's agenda, we knew we had to create an impact no one could stay indifferent to.
A unique remembrance action! We invited major sites to stop their activity for five minutes, precisely one year after the kidnap, and place one same message:
"The soldiers cannot be found". This is a variation of "The Page cannot be found" message appearing when loading an inactive website.

The Result:
On July 12th 2007, at 09:05 the internet stopped. All top 100 Israeli sites answered the call and posted the message.
Hundreds more joined the campaign and spontaneously posted the message, using their own designs. Among them even Google found it important to address the subject. The impact was so powerful even Israeli television networks and radio stations decided to stop their broadcast, in solidarity. The campaign received amazing coverage worth millions in free press. The buzz was huge: 65% of the Israeli population was either directly exposed to the action or had heard about it

You can view the idea here https://www.yr.co.il/cannes/2008/soldiers/.

Credits:
Project name: Missing Soldiers
Client: Maor Organization (Pro Bono "Veshavu Banim Legvulam")
Creative agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Creative Directors: Eran Gefen / Gideon Amichay
Copywriter: Roy Cohen
Art Director: Lena Feldman / Moti Rubinstein
Planner (creative agency): Yariv Ganor
Media agency: Mediaedge Tel Aviv
Exposure: All internet sites, National television

Adland's previous post about the campaign: Israel's websites black out to mark a year to the Israeli soldiers' abduction