Cannes Young Lions Competition - entry 2

The Cannes Young Lions Competition is underway with 8 days left to vote. Below is the entry, and a brief Q & A, of Jessica kalbermann and Orel Bitan of BBDO (Israel).





How did you come up with the idea?

So... Jessica and I started to compeer the live of those poor children to the reach lives of world leaders (that is how we matched each glass to each leader's country).

We asked our selves how come when world leaders encounter a general problem they will find many rezones to disregard it. But when the problem affects their own lives they will somehow find a fast solution.



Finely, we used this insight and put dirty water in the glass of world leaders and close the film with the tagline:

If the problem was in their glass, they would have already solved it.

The movie ended with the massage that your signature is the only why to make it their problem and save those children lives.


Where do you draw inspiration from?

Every week I'm searching new things on adverting websites in order to be upbeat, I'm reading news paper, flying to various countries and having life outside the office.

I draw my inspiration from everything I see, hear, smell, taste and feel but the most important thing to me is to integrate an insight in my work.


Advertised brand: Social&Charity
Advert title(s): WaterAid.
Advertising Agency: Independent, Tel Aviv, Israel
Agency website:http://www.gitam.co.il/
Art Director: Jessica kalbermann
Copywriter: Orel Bitan
Photographer: Jessica kalbermann
Published: May, 2010