Cannes Lions
Y&R INTERACTIVE TEL AVIV / HOPE OF THE WOUNDED / 2007
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The brief: Create immediate awareness for the NGO and appeal to the public to donate and help wounded soldiers and their families.The idea:Leverage the fact that people cannot stand the sight of an "imperfect body". Take advantage of their need to have a whole and perfect body picture to demonstrate in a powerful and impactful way that making ends meet – and helping people – is in fact in their hands.
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