EMPTY CARTS by Y&R Tel Aviv for Latet

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EMPTY CARTS

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Industry Public awareness, Charities, Foundations, Volunteers
Media Direct marketing, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Yariv Twig
Art Director Alejandro Feldman, Carmel Abuzlef
Copywriter Lior Shoham
Account Supervisor Liraz Kolodro, Alon Segal
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Ambient Media (Large Scale) Bronze
Media Lions Best Use of Ambient Media: Large Scale Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Ambient Media (Large Scale)
Advertiser: LATET
Product/Service: MEALS FOR HOLIDAY FUNDRAISER
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Advertiser LATET
Product MEALS FOR HOLIDAY FUNDRAISER
Entrant SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Type of Entry: Use of Direct Marketing
Category: Ambient Media (Large Scale)
Title: EMPTY CARTS
Advertiser/Client: LATET
Product/Service: MEALS FOR HOLIDAY FUNDRAISER
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
DM/Advertising Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Chief Creative Officer: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Art Director: Alejandro Feldman (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Art Director: Carmel Abuzlef (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Copywriter: Lior Shoham (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisor: Liraz Kolodro (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisor: Alon Segal (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Manager: Yael Mohaliver (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Manager: Daniel Baruch (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Head Of Strategic Planning: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Planning Director: Hilla Tamir (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Planner: Niva Ziv (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Programming: YKM (YKM)
Executive Creative Director: Yariv Twig (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Describe the brief from the client
The brief was to increase public awareness and raise food and donations in order to enable 200,000 underprivileged families in Israel to eat a decent Passover dinner. The target audience was wide, and comprised of existing and new customers. The existing customers were those who regularly donated and the new customers were actually everyone- all Israeli citizens, from all ages, who would be willing to help.
The strategy behind the campaign consisted of 2 stages: to create a special exhibit that would make a buzz and to change the exhibit from being only for show to one that invited everyone to become active players and donate.

Creative Execution

The creative execution was relevant to the brief and appropriate to the organisation's goal because the exhibit of hundreds of empty carts and the invitation to fill all the carts was a unique, effective and impactful way to highlight the great distress of all poor families in Israel and show everyone how important it is to help. The originality of the exhibit helped to emphasise the huge number of families living under the poverty line, to bring everyone's attention to the importance of lending a hand. Using the carts as a symbol for the problem helped us reach the audience in a clear, precise manner.


Describe the creative solution to the brief/objective.

Inviting everyone, via the media (newscasts, newspapers, TV spots) to come and fill the carts with food. We predicted high response rates due to the following: the square is always empty. Filling it with hundreds of carts would create huge impact and draw attention. Second, going 'undigital' – inviting people to physically place the food in the carts (rather than only donate by sending an SMS) they would feel that their donation is more physical, real. Third, we thought that people would approach the exhibit as a communal goal- to fill all the carts without leaving any cart empty.


Describe the results in as much detail as possible.

Tons of food was donated during the exhibit. In sum, the exhibit managed to raise 5,429,446 Israeli Shequels worth of food products placed in the carts and donations sent via SMSs. The amount more than doubled the number we anticipated, and the project overall was a great success. Not a cart stayed empty, and most importantly, hundreds of thousands of families were able to celebrate Passover with dignity.