BIRD CITY by DraftFCB Tel Aviv for FRIENDS OF THE SWIFTS

BIRD CITY

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Industry Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Israel
Agency DraftFCB Tel Aviv
Executive Creative Director Kobi Barki
Art Director Liat Tsur
Copywriter Noam Shamir
Producer Eti Naaman
Account Supervisor Michal Yosiphon
Released January 2010

Credits & Description

Category: Ambient: Special Build
Advertiser: FRIENDS OF THE SWIFTS
Product/Service: BIRD CONSERVATION
Agency: DRAFTFCB SHIMONI FINKELSTEIN BARKI
Executive Creative Director: Kobi Barki
Copywriter: Noam Shamir
Art Director: Liat Tsur
Account Supervisor: Michal Yosiphon
Producer: Eti Naaman
Other Credits: Designer: Reuven Givati
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: DRAFTFCB SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL

Description of Ambient execution

PROBLEM: Swifts are a truly amazing species of bird - always in the air (even when sleeping). They only come down to earth to nest. Each spring they migrate from Africa to Tel Aviv, to nest in the cracks of buildings. Due to modern urban construction, they have fewer places to nest. Today they are facing extinction. Our client asked us to raise awareness of the Swifts and their problem. Early on we understood that 'awareness' alone would not be enough. Solution: We created and designed a modern nesting solution for the Swifts to use. By enabling the general public a way of interacting with the nest and the bird's life inside, we encouraged people to donate there roofs so we could set up more residential 'nesting' towers. Our idea was to set up a “bird city” right on Tel Aviv rooftops. Execution: We produced the first installation of "bird City": an impressive "nesting tower" to function as a live billboard, attract attention and PR, as well as create strong engagement and activate our audience to donating roofs. Around our "nest-billboard" we constructed a Physical, Digital and PR Swift experience, getting people at every turn to donate their roofs to save the Swifts. Results: With 100 roofs "donated" (more than needed), the project has provided a home for over 1000 swift birds - effectively saving the species and ensuring the birds will have a place to nest and reproduce for many years to come. Earned media: With over 150 minutes of television coverage on the National Geographic channel only, as well as 2 national live broadcasts from the nest on channel ten and other free coverage, we reached an audience beyond our target of nature lovers- and succeed in engaging the general public. 53% among all Israeli surfers were exposed to our story. The Bird City project was presented in the Swift World Summit and will be implemented in other swift cities in Europe.