| Cannes Lions 2012 | ||
|---|---|---|
| Media Lions | Best Use of Ambient Media: Small Scale | Bronze |
Type of entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser: MOKESH - THE COALITION FOR MINE FREE ISRAEL
Product/Service: NON-PROFIT ORGANIZATION. CIVIL RIGHTS MOVEMENT.
Agency: MEDIACOM ISRAEL Ramat Gan, ISRAEL
Advertiser MOKESH - THE COALITION FOR MINE FREE ISRAEL
Product NON-PROFIT ORGANIZATION. CIVIL RIGHTS MOVEMENT.
Entrant MEDIACOM ISRAEL Ramat Gan, ISRAEL
Type of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: DANGER! DOG POOP
Advertiser/Client: MOKESH - THE COALITION FOR MINE FREE ISRAEL
Product/Service: NON-PROFIT ORGANIZATION. CIVIL RIGHTS MOVEMENT.
Entrant Company: MEDIACOM ISRAEL Ramat Gan, ISRAEL
Media Agency: MEDIACOM ISRAEL Ramat Gan, ISRAEL
Head Of Communication Planning: Tal Kedmi (Mediacom Israel)
Creative Director: Ori Livni (Aroeti Berman)
General Manager: Ehud Uziel (Mokesh)
Account Supervisor: Avishag Yona (Aroeti Berman)
Volunteer: Daniel Yuval (Mokesh)
Art Director: Ido Alon (Aroeti Berman)
Copywriter: Anat Segal (Aroeti Berman)
Results
We secured massive public support for our petition and this combined with widespread media coverage put pressure on politicians to take action.
Earned media value was more than 26 times the original investment and we secured support from more than 60% of members of parliament.
The Israeli parliament - the Knesset - has mandated the allocation of the $90m needed to fund landmine removal.
The process of removing landmines from Israel’s border areas has now started and 90% of the 1m landmines that scar the landscape will be removed in the coming years.
Creative Execution
On an ordinary Friday afternoon, we transformed Rothschild Avenue - the tree-lined, sophisticated street in the heart of Tel-Aviv - into an “urban minefield”.
We distributed fake dog poop carrying small “danger” warning signs.
To further strengthen the message we also stuck our tiny warning signs into real dog poo - a global media first.
Our installation team included victims of landmine accidents to ensure that witnesses would immediately understand the serious impact of the issue.
We attracted immediate attention from bemused and surprised passers-by and commuters. They started taking photos and calling their friends to tell them about the experience. Our petition-signing booth was overrun.
At the same time, 11 year-old landmine victim Daniel Yuval spoke to media outlets to drive home the emotional and physical damage that was being caused by landmines.
Our dual approach reached Israelis right across the country, delivering social currency and earning incredible press coverage.
There are over one million unexploded landmines on Israel’s borders, causing death and injury every year. Our brief was to get the government to take action.
However, while Israelis were at risk when they ventured into the popular border areas for weekend trips, it wasn’t something that impacted on life in cities and suburbs, where 70% of Israelis live.
Our insight was that we needed to identify an emotional equivalent to stepping on a landmine - something that made life difficult, albeit on a smaller scale.
Our solution was dog poop. Just as no-one wants to step on a landmine, you don’t want to step in dog poop either. This is even recognised by Hebrew slang - “Mokesh” - meaning both landmine and dog poop.
We would put landmines on the political agenda using dog poop as the medium to persuade Israel’s urban population to demand government to take action.