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About the Work
Imagine what we would have seen if a girl who lived during the Holocaust had had a smartphone, social networks and could have documented everything she was experiencing. Our campaign for Holocaust Remembrance Day, showed youngsters exactly that. “What if a Girl during the Holocaust had Instagram” follows Eva Heyman, a 13-year-old Hungarian Holocaust victim, as she documents the last months of her life before being taken to Auschwitz. The campaign is based on a true story, adapted from the diary Eva Heyman left behind in 1944. For the purpose of the campaign, we created a fictional Instagram account to document Eva’s life during the Holocaust and recounted her plight in a first-person style to directly engage the post-Millennial generation—a demographic less connected to Holocaust Remembrance Day and what it commemorates. The campaign met its audience on-screen—where they spend their time—and educated them directly on social media. To direct people to Eva’s page we created a teaser campaign. Then on Holocaust Remembrance Day we went live. Over 24 hours we uploaded 220 Instagram stories to Eva’s page with the last story airing on May 2nd , just as Holocaust Remembrance Day ended.
2020 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Leo Burnett Israel / Tel Aviv
C Branded Content / Tel Aviv
PR / Marketing Agency
Debby Group - Communication & PR / Tel Aviv
Client / Brand
K's Galleries / Tel Aviv
Production Company
Pov Productions / Tel Aviv
Color Film / Tel Aviv
Media Distribution Company
Publicis Media / Tel Aviv
Chief Marketing Officer
Neta Karni
Adam Polachek
Erez Bergbaum
Moshe Debby
Digital Artist
Ido Shor
Eran Feller
Director
Mati Kochavi
Maya Kochavi
Director of Photography
Lael Utnik
Editor
Arik Lahav Leibovich
Executive Producer
Mati Kochavi
Yona Wiesenthal
Writer
Mati Kochavi
Maya Kochavi
Creative Team
Shabtai Itzhak Edan
Account Team
Adi Tusia Cohen
Ami Alush
Idit Zukerman
Oren Ben Naim
Meital Miller
Orian Liber
Reut Fried
Eva Hasson
Aya Achimeir
Tal Shoham
Amir Moshe
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