Latet - Charity Organization: The Empty Carts Proactive Exhibit by Y&R Tel Aviv for Latet

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Latet - Charity Organization: The Empty Carts Proactive Exhibit

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Industry Public awareness, Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Yariv Twig
Art Director Ale Feldman, Carmel Abuzlef
Copywriter Lior Shoham
Account Supervisor Liraz Kolodro, Alon Segal
Released March 2012


Cannes Lions 2012
Direct Lions Ambient Media (Large Scale) Bronze

Credits & Description

A few days before Passover, Shalmor Avnon Amichay/ Y&R Interactive, Tel Aviv created a unique exhibit in Tel Aviv. We filled Rabin square with hundreds of empty shopping carts. Carts that symbolize the hundreds of thousands of families in Israel that won't be able to have a decent holiday meal.But this exhibit was different. It was a pro-active exhibit.
We wanted the audience to take part, and so we invited people to come to the square and fill their own carts.
Hundreds of people arrived and took an active part in filling the carts with food products.
Celebrities were also happy to help: reality stars, actors and popular presenters arrived and contributed.
The Israeli music channel held a special broadcast from the square and called out to come and fill the carts.
For three days the exhibit received extensive coverage in the media. Not one trolley stayed empty.
And most importantly, hundreds of thousands of families held their Passover Seder with dignity.
Category: Charities & appeals
Client: Latet
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Country: Israel
Chief Creative Officer: Gideon Amichay
Chief Creative Officer: Tzur Golan
Executive Creative Director: Yariv Twig
Art Director: Ale Feldman
Art Director: Carmel Abuzlef
Copywriter: Lior Shoham
Executive Client Director: Adam Polachek
Account Supervisor: Liraz Kolodro, Alon Segal
Account Manager: Yael Mohaliver, Daniel Baruch