Fighting to remember

Creative idea

Preserving Holocaust memory throughout the generations is fundamental in Israeli culture. While antisemitism spikes to an all-time high and with only 150K survivors still alive in Israel – it becomes more crucial for future generations to preserve their stories. However, Israeli Gen-Z remain disconnected and disinterested. To create an emotional connection to Holocaust remembrance, we took over their gaming culture and digital platforms (where Israeli youth spends most hours). By mapping out real survivor testimonies on Call of Duty WWII’s authentic WWII landscapes – we harnessed the power of influencers, gameplay and media to organically connect an indifferent audience to 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
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