The Empty Carts Proactive Exhibit
A few days before Passover, Shalmor Avnon Amichay/ Y&R Interactive, Tel Aviv created a unique exhibit in Tel Aviv. We filled Rabin square with hundreds of empty shopping carts. Carts that symbolize the hundreds of thousands of families in Israel that won't be able to have a decent holiday meal.But this exhibit was different. It was a pro-active exhibit. We wanted the audience to take part, and so we invited people to come to the square and fill their own carts. Hundreds of people arrived and took an active part in filling the carts with food products. Celebrities were also happy to help: reality stars, actors and popular presenters arrived and contributed. The Israeli music channel held a special broadcast from the square and called out to come and fill the carts. For three days the exhibit received extensive coverage in the media. Not one trolley stayed empty. And most importantly, hundreds of thousands of families held their Passover Seder with dignity. The Outdoor Advert titled The Empty Carts Proactive Exhibit was done by Shalmor Avnon Amichay/y&r Interactive Tel Aviv advertising agency for product: Charity Organization (brand: Latet) in Israel. It was released in the Mar 2012.
Client: Latet Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv Country: Israel Chief Creative Officer: Gideon Amichay Chief Creative Officer: Tzur Golan Executive Creative Director: Yariv Twig Art Director: Ale Feldman Art Director: Carmel Abuzlef Copywriter: Lior Shoham Executive Client Director: Adam Polachek Account Supervisor: Liraz Kolodro, Alon Segal Account Manager: Yael Mohaliver, Daniel Baruch