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200,000 Families in Israel can’t reach a Jewish New Year’s festive meal.
To illustarte that distressing situation, LATET – a national charity organization lifted above the ground a large festive table at Israel’s prime location:Rabin Square in Tel Aviv, making it unreachable to people who pass by.
Idea & deasign : Gideon Amichay, Rony Scheinider, Gil Aviyam, Liron Ben Yacov, Zeev Ravid, Daphna Tsror, Tamar Heilweil, Liat Lapushin, Gali Snir Namdar, Moshe Benisti Photography: Chen Mika. Construction and Execution: Yaakov Turgeman, Meir Guri, Gadi Maimon (Jack Robinson). Lightning: Gil Teichman. Sound: Soundhaous. Production: LATET
The Cyber Horse is a piece of work created with thousands of infected computer and cell phone components. It illustrates the increasing use of malware in making cyberspace a hostile environment. Like in the legendary story of Troy, the Cyber Horse stands at the front gates of the Tel-Aviv cyber conference auditorium. Like its namesake, it conceals bad news and is waiting for the doors to open. The Cyber Horse was built as a tribute to the 2016 Cyber Week in Tel-Aviv University
Idea, design, & installation: No, No, No, No, No, Yes – Gideon Amichay, Rony Schneider, Liron Ben-Yacov, Gil Aviyam, Zeev Ravid, Daphna Tsror, Tamar Heilweil, Liat Lapushin, Gali Snir Namdar, Moshe Benisti, Yaakov Turgeman, Gadi Maimon
Agency: No, No, No, No, No, Yes
Chief Creative Officer: Gideon Amichay, Creative team: Roni Schneider, Gil Aviyam, Liron Bey Yacov, Account Supervisor: Daphna Tsror, Designers: Liat Lapushin, Gali Namdar
The American Marketing Association (AMA): Insights on Advertising form 12 Global Industry Leaders
Two years ago, when my book was published, I was fortunate to get flattering reviews from several distinguished sites such as Communication Arts, Lurzer’s Archive and Agency Spy (They even included a link to my book’s Amazon page!). Naturally, I shared the news on my social network channels: Blog, Facebook, Linkedin and Twitter.
However, pretty soon I was asking myself – “What’s next?”
The following morning, while going through my daily reading list, I stumbled upon one of Outbrain’s content recommendations at the bottom of one of the stories. It was a perfect match – another interesting story that felt as if it was written specifically for me. At that time I didn’t know much about Outbrain. I mean, I “knew” the name, I was using their recommendations on a daily basis but I didn’t REALLY understand the nuts and bolts of how it works.
I thought it would be nice if more people could easily read the reviews about my book, but not in the form of a quote in an ad. I wanted readers to stumble upon these reviews naturally, the same way that I did. Agency spy’s review was a good piece of content about the book, not written by me, and therefore, the best recommendation to use. I thought it could bring a meaningful energy boost to my marketing efforts.
I called my friend Asaf Hochman, who works at Outbrain, and I invited him to meet me for coffee. The next day we met at a BREADS, a beautiful local bakery, and shared an amazing Babka while Asaf gave me helpful tips on how to use their platform in order to reach my target audience.
The next day, together with Tamar Heilweil who works for me, we started to play around with the platform and slowly began to shape the campaign by choosing the audience we want to reach with our story.
During the final stage of uploading, we were asked to submit images and headlines.
“Why different headlines?” I asked Tamar.
“I know exactly which headline I want…”
But the platform suggested (insisted?!) having few options and see which one works best.
“Funny” – I said – “The platform is competing with my own experience…,” I had to convince myself that it’s a good thing.
And then we clicked the “launch” button and the campaign went live.
Overall, we got some really good exposure on some of the world’s leading online publications. As it turns out, my first choice of copy was among the top three headlines (Thank God I can still count on my instincts…) We discovered a smart platform that enabled us to effortlessly share content with people.
The campaign didn’t break the Internet. My Amazon page didn’t crash down, but we had great exposure and good results.
“One day” – I said to myself – “I will work with these guys.”
Photo: Our ad for outbrain – Ad Age, November 2015