Cannes - BBR Saatchi & Saatchi is delighted to announce its first ever Cannes win, picking up a Bronze in the Media category for the Bekol 'Bubble' project.
The Lion is the crowning achievement of a successful year of activities for Bekol, a non-profit association for the hard of hearing. In April, the agency won two golds in Israel's Golden Cactus advertising awards, for 'Bubble' and for a theatrical stunt-based activity.
The 'Bubble' work was created to highlight the plight of over 700,000 people in Israel who suffer from hearing loss throughout their life. Many of those affected feel cut off from their family, friends and the world around them - as if trapped in their own bubble.
The creative solution was simple yet highly original. Many high-rating television programmes in Israel feature a sign language interpreter, located in a small bubble at the bottom corner of the screen. Bekol persuaded some of these programmes, simultaneously, to flip the viewing perspective by moving the main presenters to the bubble, and the sign interpreter to full-screen.
This way, viewers could experience for a moment what it feels like to be 'imprisoned' in a small bubble, while the hard-of-hearing could feel 'liberated' from their isolation.
This simple flip of perspective generated an enormous amount of publicity for Bekol, which experienced a 300% increase in calls to its hotline and a slew of new volunteers.
Yossi Lubaton, CEO commented "This is a historic result for the agency and I'm delighted for the team that worked hard on this original and important campaign. It's a great feeling when you can harness creativity to make a difference like this."
(Picture, left to right: Yossi Lubaton CEO, Ben Sever, Yoram Levi and Tal Perelmuter)