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Over the last couple of years, the southern border area between Israel and Gaza has become a buffer zone for the ongoing Israeli-Palestinian conflict. A conflict that has put many … read morefarmers of Israel’s border towns and kibbutzim in the line of fire. Over the last couple of months, as the conflict has flared up, over 2,600 hectares of crops, mainly wheat, went up in flames – a loss for farmers estimated at well over 2 million USD – not including the extensive damage caused to the fields’ irrigation systems.
Agency: Leo Burnett, Israel
Wanting to do something to help the destitute Israeli farmers, "Alexander", an Israeli boutique brewery, decided to launch a limited edition beer. The beer is made exclusively with Israeli wheat from Gaza’s border fields, and all its proceeds will go to supporting the farmers along the Gaza border whose fields burnt in recent months. With that in mind, the brewery will be issuing 200.000 bottles, which will be available for purchase at supermarkets, bars, restaurants and online, with free delivery to whatever part of the country you live in.
The ad features heartfelt testimonials that focus on the pain and despair felt by Gaza border farmers like Dany Rachamim from Nachal Oz and Reuven Nir from Mefalsim, as they witness the fruit of their hard labor go up in smoke right before their eyes. The commercial ends with a call for Israeli consumers to buy the beer in solidarity and so doing help restore the farmlands and pastures.
read less...Agency Credits: Leo Burnett Israel
Client: Alexander Beer
CEO: Adam Polachek
CCO: Ami Alush
Chief Strategy Officer: Shai Nissenboim
Creative Director: Elad Gaizler
Art Director: Olga Vorobieva
Client Services VP: Idit Zuckerman
Account Supervisor: Ziv Abuhazira
Account Executive: Ilanit Tschelak
Strategic Planner: Liz Stull
Media Planner: Zila Knafo
Agency Producer: Menny Zarhia
Traffic: Maya Varochik
Marcom: Eva Hasson
Production Company: Omri Paz
Photographer: Menachem Reiss
PR Company: Karvat & Weiss
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