250 LOGOS by DraftFCB Tel Aviv for Eliya For Blind Children

250 LOGOS

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Israel
Agency DraftFCB Tel Aviv
Director Omer Bublil
Art Director Kobi Barki, Tomer Ciubotaru
Copywriter Tomer Ciubotaru
Producer Eti Naaman, Sasi Bar, Shiran Bar
Released April 2011

Credits & Description

Category: Charities
Advertiser: ELIYA ASSOCIATION
Product/Service: ADVANCEMENT OF BLIND AND VISUALLY IMPAIRED CHILDREN
Agency: DRAFTFCB + SHIMONI FINKELSTEIN BARKI
Executive Creative Director: Kobi Barki (Draftfcb + Shimoni Finkelstein Barki)
Creative Director: Kobi Barki (Draftfcb + Shimoni Finkelstein Barki)
Copywriter: Kobi Barki/Tomer Ciubotaru (Draftfcb + Shimoni Finkelstein Barki)
Art Director: Kobi Barki/Tomer Ciubotaru (Draftfcb + Shimoni Finkelstein Barki)
Group Account Director: Yosefa Galante (Draftfcb + Shimoni Finkelstein Barki)
Producer: Eti Naaman (Draftfcb + Shimoni Finkelstein Barki)
Producer: Sasi Bar/Shiran Bar (Bunker Production And Post)
Director: Omer Bublil
Cameraman: Amnon Haas
Sound Design/Arrangement: (Siganl Sound)
Media placement: TV Campaign - National Geographic Channel - 22 April 2011
Media placement: Radio Campaign - Shapa Network - 22 April 2011
Media placement: Newsletter - ELIYA's Donors - 22 April 2011

Describe the objective of the promotion.
ELIYA is an Israeli charity providing preschool education for blind and visually impaired children. Celebrating 30 years, they wanted to develop a new corporate identity, drive donations and promote their annual fundraising event.

We targeted 2 audiences:
Primary target audience: Existing donors.
Secondary target audience: General public.

Describe how the promotion developed from concept to implementation.
Idea: 250 children. 250 logos

We invited the 250 blind and visually impaired kids attending Eliya's preschools to tell us how they imagined their ideal logo. Using words and facial expressions, they described numerous imaginary logos - each with unique colours, texture and form. We filmed and recorded these children describing their logo design. These 'logo stories' which became the charity’s new corporate identity were broadcast on TV, played on the radio and mailed to donors.

Explain why the method of promotion was most relevant to the product or service.
Our creative solution challenged the rules of a corporate design - not for the sake of being provocative, but because we were realised the insensitivity and absurdity of creating a 'regular' logo for an organisation representing the blind.

This involved breaking 2 cardinal rules: our logo would not be visual in the traditional sense and there would more than one logo.

The sub-text to donors was clear: Eliya empowers its children to see beyond their sight disability.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Within 1 week, Eliya sold 400 tickets to its annual fundraiser (50% of the total tickets). The new identity received enthusiastic feedback from inside and outside the visually impaired community.