Use Cases
Turning Complex Challenges into Strategic Assets
Financial Education and Trust
Client: A leading bank Goal: Launching a new financial advisory service. Challenge: Overcoming deep public skepticism and distrust of the banking system.
Narrative Strategy: Shifting from "selling services" to "empowering decisions," using behavioral economics tools to create a transparent, educational conversation about money.
Execution: Integrated work by the client's strategic team, the advertising agency, and the content company in creating an online and television campaign. The campaign included a prime-time documentary film: "Deciding to Decide," Reshet 13, featuring Prof. Dan Ariely and Hila Korach. Items on morning programs, digital videos, customer service and courses that were launched on the subject.
Digital Ecosystem: Creating a multi-platform campaign to promote educational values and behavioral principles. Knowledge Center: Human advisory services and dedicated courses in the bank's training campus.
Result: A shift in brand perception - from a transactional banking entity to a financial partner - and connection with the public.
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Social Resilience & Rehabilitation
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Client: Mifal Hapayis (Israel Lottery) and Student Villages Goal: Raising awareness of the importance of student villages in the periphery, especially following October 7.
Challenge: Rebranding the lottery organization - perceived as gambling - as an anchor of national resilience and rehabilitation.
Narrative Strategy: Focusing on the power of community, through the story of a student village at Nahal Oz that chose to stay and assist in the rehabilitation.
Execution: A combined online and television campaign in an impact project: a documentary film on Channel 13 and a festive screening at the Cinematheque. Broad media coverage and digital content, interviews and unique materials, community strengthening, led by the film's heroes.
Result: Strengthening the brand's social resilience pillar and a significant increase in scholarship applications and community involvement.
Health & Stigma Removal
Client: A pharmaceutical company
Goal: Launching a new biological treatment.
Challenge: Breaking the wall of shame around visible skin diseases. The Insight and Narrative Strategy: Moving from concealment to visibility and BODY POSITIVE.
Execution: A cross-platform campaign starting with a documentary film featuring personal patient stories, leading dermatologists, and influencers from the fashion and wellness worlds. Integration of talent (Hila Korach, identified with the medical world and not only media), lectures and training among doctors who were unfamiliar with the lives of patients and their coping experiences.
Result: A shift in discourse and perception, organic market penetration with 500 percent growth in the digital patient community, and a new research initiative at Ichilov Hospital. All of these led to business results and not only reputational ones.