The festival
On location sponsors activity
The brand area included: - erasable tattoo's - langue - cell phones charging points - pic both (GA) - hosting the brand's FB activity winners in the backstage - a special VIP area that hosted the local celebs and PR/MEDIA guests
The new teen's snack was launched in the festival with a free GA samples. the branded both was open all night.
The earphone brand opened a concept trailer both who sold all night his product in a special offer to the ticket buyers
The brand area included: - erasable tattoo's - langue - cell phones charging points - pic both (GA) - hosting the brand's FB activity winners in the backstage - a special VIP area that hosted the local celebs and PR/MEDIA guests
Project | 01
BOOM-BOX | Groove Teen's Music Festival
About:
A sundown to sunrise one-day event, Boom-Box is Israel’s largest groove and beats festival, targeted mostly for a young audience (16-25). The 12 hours line up hosts more than 15 performing artists and bands, and draws more than 15,000 people in attendance.
Responsibilities:
In charge of building the festival brand: developing the concept from creative design of the grid, look & feel and all copy work, to building the media and PR campaigns both on and offline including media buys and collaborations, to sourcing and delivering commercial sponsors.
Clients:
Reaching out and recruiting clients according to the targeted commercial and creative objectives.
Personally managing the client throughout the production, including hands on supervision from green-lighting the project up to on location activities and concluding presentations.
Leading festival sponsor:
H&M
The collaborative activity included:
- Social media campaign: a reward based build-up activity on FB and Instagram for the 3 months
leading to the festival, including a full backstage pass for the winners.
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In store activity: purchase-receive
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VIP: creating a special VIP area for key celebrities, opinion-leaders, media and PR guests.
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On location: creating the massive ‘H&M loves music’ area for the GA attendants, with a charging lounge for cell phones, photo booths, temporary tattoo stations and more brand-engagement activities.
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Branding across the festival location
Pepsi Max: A tailored build-up FB activity prior to the event; exclusive branding of the bars and drinking points.
House of Marley: Operating a branded booth with special offers on selected products
Nestle & Unilever: Operating branded booths with free samples of new snacks to generate exposure amongst the target 16-25 audiences
2014-2015 Business Growth:
Reaching a sold-out status a week prior to the event
Added channels of income (merch, sponsorships) led to a 45% growth in gross
Project | 02
Israel Danger Dog Poop | 02 title
Client:
CIVIL RIGHTS MOVEMENT (non-profit organization)
The Objective:
Raising the Israeli public awareness to the landmines issue.
The Problem:
To this day, there are over million unexploded landmines along Israel's’ border areas. These hazardous remnants of past conflicts constitute a real danger, causing death and injuries every year. Clearing the landmines is a complicated and costly procedure, one that the government doesn’t seem eager to begin.
As the landmines are scattered around the borders, far away from city centers, public awareness of it is very low. Our goal was to get the people to notice this acute danger looming in popular weekend-trip destinations and beautiful scenic locations.
The solution: ‘Danger Dog Poop’ campaign.
My idea - Just as no one wants to step in dog poop, no one wants to step in landmine either.
By planting piles of fake dog-poop with little warning signs in them, we transformed Rothschild Boulevard, a busy street in the heart of Tel Aviv, into an urban landmine. To ensure people would immediately understand the severity of the issue, our installation team included real landmine victims.
The Result:
The campaign was a worldwide media first, gaining massive media coverage and social currency in both Israel and the world.
The campaign, petition, media coverage and following public pressure got the government not only to acknowledge the issue but also to take action. The required $90M budget was approved and the clearing process was set in motion.
Responsibilities:
Coming up with the idea for ‘Danger Dog Poop’ campaign, pitching it in the office, landing the client and leading the the team and hand on campaign and production management.
Awards:
Cannes Festival:
Winner: Bronze Lion
Category: best use of ambient media
Project | 03
-424 festival | The Dead Sea Rave
About:
-424 is an international EDM festival held at the lowest place on earth in a unique outdoors location by the Dead Sea (hence the name). Each year, the festival attracts more than 20,000 ravers of all ages (18-400) who enjoy 12 hours of music by some of the biggest names in the international EDM scene. Amongst the artists who played -424 are David Guetta, Steve Angelo, Infected Mushroom, Dash Berlin, W&W and many more.
Responsibilities:
In charge of building the festival brand: developing the concept from creative design of the grid, look & feel and all copy work, to building the media and PR campaigns both on and offline including media buys and collaborations, to sourcing and delivering commercial sponsors.
Clients:
Reaching out and recruiting clients according to the targeted creative and commercial objectives.
Personally managing the client throughout the production, including hands on supervision from green-lighting the project up to on location activities and concluding presentations.
Leading festival sponsor:
Seat
- “Seat Sky Bar”: a giant bar hanging in midair over the festival location. The exclusive bar hosted celebrities and FB contest winners for drinks and was opened to the GA later in the night.
XL & Absolute Vodka: on location branding and exclusive selling rights at the bars and drinking points.
Camel: Operating a branded booth with exclusive selling rights.
Project | 04
Ray Ban | Music Festival
A full owner ship festival designed and prodused for Ray Ban.
Runing the the project included managing the folowing aspects:
- advertising campign (Online, TV, Print, Billbords, Radio)
- Connecting the festival to the saling points (buy Ray Ban - get free ticket)
- A 3 month FB activities (wining free ticktes and brand accessories )
- PR covering pre
Project | 05
Dorits | Social Activity
Main objective:
Connecting the brand with a younger demographic (18-30) via the live music platform, while promoting the brand’s social media channels and increasing nationwide sales in the stores.
Responsibilities:
Recruiting the client, executing the brief and delivering the sponsorship. Actively managing the project while working with suppliers, artists, producers and the client.
The Idea:
Creating a Ray-Ban single day music festival with full ownership
The Project:
A cross media campaign (including TV) with a give-away contest and a high volume in store presence leading to a full ownership festival event, featuring heavy branding on site and various engaging activities (tee-shirt workshop, graffiti wall, VIP lounge etc) for the fans.
The Outcome:
A highly successful event with over 8000 ticket buyers. Collecting thousands of new data for launching a Ray-Ban consumers club, significant raise in both sales and brand awareness among the targeted audience.
Key Achievement:
The client signed on for the following year.
Project | 06
Pepsi Max | Borgore & Prodigy
Client: Pepsi Max
Main Objective:
Connecting to a younger audience to the brand by the music platform. We created a unique collaboration with leading DJ and producer Borgore. The collaboration included releasing an EP with a known Israeli artist and a live show. A comprehensive social media campaign with giveaways and guest passes led to the show.
The EP was a smash hit and received major airplay with leading radio stations which generated a media frenzy including an item in prime time news. The sold out live show (6000+ ticket buyers) featured exclusive branding and selling rights at the bars and drinking points.
Responsibilities:
Spearheading the project and working tightly with the client, from initiating the creative idea to on site production.
The Outcome:
Due to the projects’ immense success, it was recreated the following year with an even bigger artist (The Prodigy).
Project | 07
Samsun | Live 360
Client: Samsung
Main Objective:
As a champion of cutting edge technology, Samsung wished to channel their spirit of innovation through the live music platform.
The Idea:
SAMSUNG LIVE 360. The project, which ran for a full year, had three waves. The main event centered a special live show featuring three leading artists under the concept and brand name.
The concept behind the sold out show was 360: the artists performed on a 360 round stage, and was broadcasted live on every media platform: Israel’s leading radio station, leading news website, personal Facebook page of each artist and Samsung’s official Facebook page. We launched an App that allowed fans to stream the live show from their Facebook page to all of their friends!
The live show was promoted by a nationwide ad campaign and received huge media coverage, before and during the event. The event site, located in the heart of Tel Aviv, had a special VIP area for celebs and Samsung guests and was thoroughly branded.
Responsibilities:
Landing the client, solving the brief and selling the sponsorship. Spearheading the project including working with artists, artist’s teams, producers, vendors and the client.
Key Achievement:
A four year collaboration with the brand!