SOCIETY AT LARGE
We needed to get our message across to the general population of Israel, with literally zero-media budget. So we decided to create a piece of content that would spread virally on social media. But how do you tell a story about hungry youth to an indifferent audience? Our solution – Add some spice to story… Instead of doing the standard tearjerker routine, we added a unique ingredient to our storytelling mix. We brought in Israel’s leading celebrity chef and challenged him to create an entire 5 course meal from ingredients found in the garbage. Now our story had the intrigue it was missing and we could finally break through to our audience..
Agency – ACW GREY TEL AVIV