Promo, Case study TUBEPETITION by Mizbala

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Israel
Agency Mizbala
Creative Director Guy Dayan, Dori Ben Israel
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ELA ISRAEL
Date of First Appearance: Nov 4 2009 12:00AM
Entrant Company: MIZBALA, Tel Aviv, ISRAEL
Entry URL:
Creative Director: Dori Ben Israel (Mizbala)
Creative Director: Guy Dayan (Mizbala)
Musical Director: Yishay Raziel (Mizbala)
Voice Talent: Jeff Laurence Gill (Autumn Hill Studios)
Media placement: Interactive Online Video - YouTube - 4 November 2009

Results and Effectiveness
TubePetition swept the web and united millions from all over the world under one global voice. It successfully caught the attention of both mass media and the general public and received wide news coverage on TV stations, newspapers, websites, blogs and forums, worldwide.

Creative Execution
Using YouTube's free shared annotations feature, we've created TubePetition, the first ever video based petition inside a YouTube video, that literally allows users to sign their names over the video and Raise Their Voice.

Insights, Strategy & the Idea
In December 2009, world leaders attended the COP15 summit: the most important climate change conference in a decade. ELA Israel - a public service provider that collects bottles for recycling, wanted to create an innovative online awareness campaign that will promote this important summit and motivate people all around the world to raise their voice and support the green agenda.