Hamashbir Lazarhan

Creative idea

In the past year, 21 women have been murdered in Israel and 200,000 were attacked by their spouse with daily home appliances, at their own home. For Women's Day, Hamashbir Lazarhan (an Israeli retailer chain) added important and unexpected tags to selected products, reminding how these products should only be used. Empathizing how innocent items have become a weapon of household violence. Behind each tag, Hamashbir promised to donate for every purchase during this week to association who fights against the growing violent phenomenon.

Brand name: Hamashbir Lazarhan
Advertiser / client: Hamashbir Lazarhan
Product / service: retailer
Campaign name: A shameful remainder tag
Agency network: MCCANN WORLDGROUP
Agency: Mccann TLV
Executive creative director: Sigal Abudy
Creative director: Adam Feder, Elad Gaizler
Art director: Niv Hertzberg
Copywriter: Niv Hertzberg
Designer: Eliezer David
Account director (agency): Dafna Engel
Client account director: Moran Peleg
Managing director: Sapir Zagury – Geva
Strategic planner / strategist: Zemer Doron
Senior planner: Michal Gelbard