Fighting to remember

Creative idea

As antisemitism rises and Israel's 150K Holocaust survivors wane - Gen-Z shoulders the duty of preserving their narratives. Yet, they lack interest. To reconnect Gen-Zer’s to Holocaust remembrance – we had to disrupt their world, taking-over their favorite online digital platform: gaming. We paired famous gamers with survivors, live-streaming an authentic walkthrough on Call-of-Duty WWII - recreating history through live testimonies transformed into gameplay. By integrating into their games and social platform, we were able to connect Gen-Z to real stories and survivors for the first time– and even take over Amazon Prime with a documentary mini-series of the gamer-survivor videos.

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