Israel of 2023 is a country more socially divided than ever before.
The judicial coup promoted by the current government has made things even worse and has split Israeli society further into polar opposites: liberal Israel and conservative Israel.
“Tiv Taam” food chain is one of the only food chains selling non-kosher food, thus attracting much antagonism from the conservative side of the country.
Collaborating with BBR advertising agency, Tiv Taam which advocates freedom of choice, has used the abusive comments made online against them into a print campaign under the headline- The Freedom to Disagree.
The message is clear – Tiv Taam is a strong brand that doesn’t hesitate to express its agenda and cleverly turns the hate comments into a biting campaign showing that freedom of speech is above all.
Credits:
Advertising agency: BBR
CEO: Shelly Shamir Keinan
Creative VP: Igal Ezra
Creative Director: Gali Divon
Art Director: Omri Perry
Copywriter: Alon Triffon
Customer VP: Ran Danino
Supervisor: Michal Hizkiah
Client management: Shir Kaydan Kandil
Studio manager: Leah Weiser
Studio: Yael Lechin, Roni Rappaport
Traffic: Ronit Doanis
Source: Publicis Groupe Israel
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