Cannes Lions
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, Tel Aviv / TEVA / 2010
Overview
Entries
Credits
Execution
On May 27th, Israeli Channel 2 TV broadcasted the UEFA Champions League Final.
On this occasion we introduced a series of superimposed sponsorship ads for Optalgin painkillers. Each time a player from Barcelona or Manchester United hit the ground after a foul, a slide appeared at the bottom of the screen:'Optalgin. Strong for strong pain'. This was done by synchronising the real-time live action with the sponsorship ads so the most effective shots of fallen players were captured.
Outcome
The match achieved a 31.2% nationwide rating.
A great score for Optalgin and a real engaging message for football fans.
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