Friday, December 05, 2008

Shalmor Avnon Amichay/Y&R "Miserable Children"

Good employees are hard to find. Good copywriters are even harder. They wanted to reach as many young potential copywriters as possible However, they wanted to make sure, those who answer the call are also ready to work hard and long hours. They sent the video to every advertising and copywriting school in the country, and uploaded it in every ad forum and ad blogs. This helped us reach nearly 95% of the relevant professional population, Israel's advertising community. They decided to create a viral video that would generate a mouth-to-ear response. With the help of the children of their Executive Creative Director (these are his real children), they showed a humoristic perspective of their lives look like while dad is at the office. With it they delivered an emotional message: Help these miserable children - send me your CV's. A stunning effect: In just 3 days, more than 200 young copywriters sent their CV's. The best one of them is currently working at the agency. The Children were saved…

Agency: Shalmor Avnon Amichay/Y&R Tel Aviv, Israel.