Fighting to remember

Creative idea

As antisemitism rises and Israel's 150K Holocaust survivors fade away- Gen-Z shoulders the duty of preserving their narratives. Yet, they lack interest. To reconnect then to Holocaust remembrance – we had to connect to their culture. Taking over the popular Call of Duty WWII, we created 8–10-minute films featuring famous gamers mapping out live testimonies inside the game. Thus, we created a disruption: short gaming walkthrough films that integrated survivor stories into Gen-Z content, disrupting social platforms and viewing habits. The films not only created a connection to Gen-Z now but also have long-lasting cultural effect on Amazon Prime Video.

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