The Permission Absurdity ad

Creative idea

The year is 2022, but Israeli law forbids women from divorcing without their husbands’ permission. This situation has been going on for over 60 years and no one has tried to change it. As a result of this law, women in Israel are practically held captive by their husbands – they can’t remarry, have an intimate relationship with another man, and if they have children, the children will be considered illegitimate. To encourage people to rethink this law, the ‘Ohr Torah Stone NGO’ published a print campaign ahead of International Women’s Day, highlighting the absurdity of not being able to end something that is wished for.

Brand name: Ohr Torah Stone (Yad Laisha)
Advertiser / client: Yad Laisha
Product / service: NGO
Campaign name: The Permission Absurdity ad
Agency network: HAVAS MEDIA GROUP
Agency: Havas Tel Aviv
Additional company: Havas Tel Aviv
Executive creative director: Ben Sever
Creative director: Daniel Bnaya
Copywriter: Gefen Fertig