AN OUTDOOR FOR EVERY ART STUDENT by Y&R Tel Aviv for Bezalel Academy Of Art And Design

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AN OUTDOOR FOR EVERY ART STUDENT

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Industry Colleges, Universities & Education Centers
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Account Supervisor Amichay Kattan, Hagit Erez
Released February 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: BEZALEL
Product/Service: CALL FOR REGISTRATION
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Feb 16 2011
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Directors: Sagi Blumberg/ Roy Cohen/ Lior Zaid (Shalmor Avnon Amichay / Y&R Interactive)
Art Directors: Meital Miller/ Dan Kashani (Shalmor Avnon Amichay / Y&R Interactive)
Copywriters: Itay Pizanti/ Maayan Dar (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director, Branding: Zeev Ravid (Shalmor Avnon Amichay / Y&R Interactive)
Branding Director: Ayelet Gerzon (Shalmor Avnon Amichay / Y&R Interactive)
Branding Art Director: Idan Arbesman (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisor: Hagit Erez/ Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive)
Account Manager: Sivan Talmor/ Livnat Mizrachi/ Lia Gat/ Michal Kalish (Shalmor Avnon Amichay / Y&R Interactive)
Head of Strategic Planning: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive)
Planning Director: Matan Lerman (Shalmor Avnon Amichay / Y&R Interactive)
Planner: Nili Rabinowitz (Shalmor Avnon Amichay / Y&R Interactive)
Media placement: Billboards - Bus Stations, Motion Guides - 16 February 2011

Insights, Strategy & the Idea
For its annual registration campaign, and to attract future students, BEZALEL decided to honour its current students. BEZALEL wanted to create a campaign that will reach as many potential students as possible. Every art student dreams of seeing his work exhibited and exposed to the world so all BEZALEL current student were happy and willing to pitch in. We used their works to show everyone what BEZALEL is all about. What better way to attract future students than to let them interact with current students and see their creations. We allowed everything to be shared via Google maps, Facebook and twitter and the students became BEZALEL's ambassadors.

Creative Execution
8 Art & Design Departments, 1500 students, 1500 different art works, 1500 different locations. Turning Israel into a giant art exhibition.
An online gallery, allows people to view all projects with Google Maps, showing the exact location by city and street, and everything could be shared. 1500 Art & Design students became ambassadors sharing their projects and their locations with the world and inviting future students to register for the Academy.

Results and Effectiveness
1,500 different posters and locations all over the country. 95,004 visitors to the outdoor gallery website. 66,898 of them came from Facebook = more than 50% of traffic was spread virally via social media. Average time spent on site: 1:27min.