Fighting to remember

Creative idea

As antisemitism skyrockets globally and Israel’s role as the keeper of Holocaust memories becomes prominent - the connection between Holocaust remembrance and Israeli Gen-Z is weakening. To tackle this, we established a groundbreaking connection between survivors and influencer culture & content. The idea: pairing Holocaust survivors with five major Israeli gaming influencers, who took over Call of Duty WWII. Using their social platforms, the gamers listened to the survivor’s testimonies while mapping them out on the game’s WWII replica. Thus, we harnessed influencers gameplay, content, and media to naturally bridge the gap between an indifferent audience and Holocaust remembrance.

Brand name: Zikaron Basalon
Advertiser / client: Zikaron Basalon
Product / service: Holocaust memorial NGO
Campaign name: Fighting to remember
Agency network: MCCANN WORLDGROUP
Agency: McCann Tel Aviv
Production company: Mud production
Web address: https://fightingtoremeber.zikaronbasalon.com/
Executive creative director: Sigal Abudy
Creative director: Asa Keren&Yonatan Titel
Art director: May Idy & Kfir Perez
Copywriter: Oskar Mendel
Account director (agency): Sapir zagury-geva
Client account director: Rotem Pirani
Strategic planner / strategist: Noa Zinman
Senior planner: Avishag Bar Moshe
Agency producer: Oshri Turgeman
Post production producer: Luke Stazaker
Additional company: Pierre Lipton, Co-Chief Creative Officer, McCann New York Ethan Schmidt, SVP Group Creative Director, XBC Creative Chad Baker, SVP Group Creative Director, McCann New York Adrian Botan, CCO Europe, McCann Worldgroup Carmen Bistrian, Global Product Excellence Director, McCann Worldgroup Amazon Brand Innovation Lab