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Embed Video
There was one day of the year when only 100% clean was good enough - Yom Kippur. It’s the holiest day of the year and Jewish people repent for their sins and fast for 25 hours. The … read morecountry shuts down - no traffic, no media, no eating.
If you eat anything - even the smallest morsel of food - during that period, you are destined to an early death, according to Jewish law. It's no wonder that 70% of Israelis observe the fast… just to be on the safe side! And a mouth that’s anything less than 100% clean could mean you accidently swallow some of the food particles lodged between your teeth. Agency: ACW Grey, Tel Aviv
We needed a new brand advocate. If consumers wouldn’t listen to the person who kept their teeth clean, then maybe they would listen to a higher authority…
Our idea:
Even the best manual brushing isn’t good enough for God.
We hijacked the day with a 100% clean teeth message. Instead of a boring Dentist ad we've used a true Rabbi instead. We gained backing from Israel’s rabbinical authority and amplified their advice through digital, out-of-home, print and eCommerce.
A live demo was conducted, pitting a manual brush against Oral B's, proving our 100% claim. The results – certified by an eminent dentist and Israel’s highest rabbinical authority, proved that only electric brushing could save fasters from sin.
This demo became the centrepiece for a Print and OOH campaign before Yom Kippur, showcasing the rabbinical recommendation to use Oral B’s electric brushes.
Online we took over all content relating to fasting mostly by content video starring cast members from Israel’s leading comedy show, who brought the consequences of accidental food crumb swallowing to life. All content was leading to our e-commerce partners which delivered the brushes just before the fast began.
read less...Media Company: Mediacom Connections Israel
Production: Keshet Group
Production: Bulldozer
PR Company: Stern Ariely Saar
CEO, ACW Grey Tel-Aviv: Amir Guy
Global Chairman: Per Pedersen
Europe Creative Chairman: Eduardo Maruri
CEO, Mediacom: Yaron Farizon
Comms Planning Director: Gilad Kat
Client Service Director: Shimi Hamias
Commercial Director: Yulia Shavelzon
Country Manager P&G: Ophir Guttman
CMO: Roni Shacham
Brand Manager P&G: Liron Schifter
CEO, Stern Ariely Saar: Pupi Ariely
PR Manager: Michal Bar- Tal
Producer: Cherish Perez de Tagle
Editor: Samantha Neal
Storyteller: Ed Webster
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