Fighting to remember

Creative idea

Anti-Semitism is skyrocketing globally while the number of Holocaust survivors dwindles. Meanwhile, Israeli youth - responsible for carrying the torch of remembrance - are losing interest. To rekindle their connection, a groundbreaking, game-changing approach was essential. As the last untapped avenue for remembrance, the realm of gaming offered a gateway for Gen-Z – and an opportunity for change. The big idea: Pairing famous gamers and survivors to walkthrough Call of Duty WWII’s authentic maps to recreate history through live testimonies integrated into gameplay. Thus, for the first time - we organically inserted Holocaust remembrance into the gaming experience and teen culture.

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