| Título | All names in the country share the logo (Board) |
| Agencia |
Y&R Israel
|
| Campaña |
All names in the country share the logo
|
| Anunciante |
Strauss Group Inc.
|
| Marca |
Strauss Food Group
|
| Fecha de primera difusión/publicación |
2011 / 3
|
| Sector Empresarial | Comida
|
| Problema | Strauss Group has a consumer involvement platform.But everybody's talking about consumer involvement, about sharing ideas, crowd-sourcing etc... So Strauss wanted to take it a step further.But how far is a company really willing to go? |
| Resultado | Strauss Group originated as a family business, founded in 1936 by Hilda and Richard Strauss.Just like Heineken was founded in 1864 by Gerard Adrian Heineken... or many other family businesses that carry the name of their founders.Today, 75 years later, with activity all over the world, Strauss is a global food company.Strauss decided to go all the way and share its family LOGO with all the families in the country.The LOGO, which global companies never touch let alone come near. Yes, Strauss also has a brand book with more than one hundred pages... But this time it was different...All 180.000 family names in the country replaced the well known Strauss name on the logo, giving all citizens in the country a personalized logo.It began with 6000 Strauss employees which were surprised to see their personalized logo all over the factories and offices.The following day a national billboard campaign aired featuring the 500 most common family names in the country.TV spots showed many more and an online activity completed the campaign with all the country family names, randomly changing 24/7.Using all family names made sure people noticed the campaign which invited them to be part of Strauss's consumer involvement platform. Not just as customers anymore, but as a real part of the Strauss family. |
| Medio |
Case Study
|
| Responsable de la creación |
Gideon Amichay
|
| Director ejecutivo de creación |
Tzur Golan
|
| Director creativo |
Yaneev Avital
|
| Director creativo |
Sagi Blumberg
|
| Director creativo |
Roy Cohen
|
| Director artístico |
Dan Shany
|
| Director artístico |
Adva Alon
|
| Responsable de conceptos / redactor |
Michal Perry
|
| Responsable de conceptos / redactor |
Nadav Raviv
|
| Responsable de conceptos / redactor |
Oz Frenkel
|
| Executive Client Director |
Adam Polachek
|
| Jefe de cuentas |
Hagit Erez
|
| Jefe de cuentas |
Amichay Kattan
|
| Responsable de cuentas de agencia |
Sivan Talmor
|
| Responsable de cuentas de agencia |
Lia Gat
|
| Responsable de cuentas de agencia |
Michal Kalish
|
| Planificador estratégico |
Yoni Lahav
|
| Planificador de cuentas |
Vered Golan
|
| Planner |
Inbal Leitner
|
| Executive Branding Director |
Zeev Ravid
|
| Branding |
Ayelet Gerzon
|
| Branding |
Liraz Levi
|
