Israel Women’s Network (IWN) - "Female images - Case study "

ACW Grey

ACW Grey Tel-Aviv, Israel

941

This ad is part of the ACT Responsible Collection

Brand: Israel Women’s Network (IWN)
Country: Netherlands

Advertiser: Israel Women’s Network (IWN)

Title	Female images - Case study
Agency	ACW Grey
Campaign	Hidden Portraits
Advertiser	Israel Women’s Network (IWN)
Brand	Israel Women’s Network (IWN)
Date of First Broadcast/Publication	2023 / 4
Business Sector	Charities, Foundations, Volunteers
Story	There are places in Israel where this is the only way to show women in public. For more than a decade, Thousands of female images have been vandalised in the public sphere in Israel by extreme orthodox.
Philosophy	They made a mosaic image of Israeli actor Tsahi Halevi representing the portraits of thousands of women who were defaced over the years – to give women back their rightful presence in the public sphere. Defacement of Out Of Home (OOH) ads featuring women is a common phenomenon in recent years in Jerusalem. Women’s faces are being blotted out, spray painted, covered with stickers, scratched out, and in extreme cases burned down. These actions are carried out by ultra-orthodox extremists that find the portrayal of a female image in public offensive. OOH companies, agencies and advertisers that did not fall in line with these “standards” have frequently fallen victim to vandalism and eventually chose to avoid using female models and influencers in their ads given the financial costs of these attacks. As a result, women’s faces have disappeared from billboards and posters across the city and a girl growing up in Jerusalem would not see an image of a woman running for city council or a successful female athlete promoting a sports brand in the public sphere. Fed up After more than a decade of complacency with the situation, advertising professionals in Israel refuse to keep silent as the war on women in Jerusalem is not very different than the war on women (and men) in other geographies – the enforcement of strict codes around dress and behavior in Iran and even the overturning of abortion laws in the U.S. as other harrowing examples. True nature Together with JCDecaux, the largest OOH company in the world, and IWN (Israel Women’s Network),
Media Type	Case Study
Market	Israel
Media Agency	Blue Oyster Israel
Media Partner	JCDecaux Israel
Production	Adler Chomski
Technology	Bria Artificial Intelligence
Chief Creative Officer	César García
Chief Creative Officer	Julio Álvarez
Chief Creative Officer	Tal Riven
Production Manager	Gal Yaakov
Creative Agency	Cloudfactory Amsterdam
Creative Manager	Kobi Cohen
Creative Manager	Michal Marzin
Visual Director	Ayelet Chenerel
Art Director	Eilon Amram
Traffic Manager	Shir Carmona
Digital Artist	Noy Yaakov
Designers & Motion	Eyal Orli
Designers & Motion	Rabi Rabea
Designers & Motion	Shay Cudek
Producer	Yarden Brenner