Roladin: Opposites Attract, 5

9.0

Media Type:

Outdoor Outdoor

Brand

brand

Agency

agency

Country:

Israel

Industry:

Restaurant, Cafe

Roladin, Israel's leading Café & Bakery chain, is also well known thanks to its premium donut collection that comes every year at Hanukkah (Donuts is the traditional food during the Hanukkah Holiday). In a consistent manner, for the last four years the essence of the campaign is the empowering of the donuts, their respective creation and the heroines associated with them. Over the years the campaign’s creative portrays them in a unique, bigger than life, fashionable manner. Combining art and fashion to secure desire and consumption at the POS. This year, under the same principle but through a completely different idea we conceived, the donuts, this time through the elections of “opposites-attratct” – each donut was paired with who represents something entirely different from the donut, seemingly the un-natural choice. The situation that was created, the tension, the dissonance, that produced the focus, the salient and emotional involvement and the belief of the brand in the Diverse-&-Diversity – One can choose and love the different, the other, the contrast. Explanation: The figure in the red poster is Mr. Avi Nimni, Maccabi Tel Aviv's infamous past football star and an icon for fans to this very day. Maccabi is the Yellow Team of Tel-Aviv, rivals of Hapoel Tel-Aviv, the city's Red Team.

Credits

Advertising Agency:

M&C Saatchi Tel-Aviv, Israel

Executive Creative Director:

Tzur Golan

Art Director:

Ohad Barkan

Copywriter:

Roey Lindenboim

Group Account Director:

Idit Zemmer

Account Director:

Ori Krasner

Photographer:

Miri Davidovitz

Retoucher:

Avram Galili

Makeup Artist:

Netta Szekely

Styling:

Oren Dar

Hair Artist:

Lior Green

Production Company:

Meyuhas Productions

Producers:

Anna Meyuhas, POren

Media Planner:

Ori Halevi

Casting:

Amira Buzaglo

Date:

December, 2019

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