Adva Alon
Adva Alon
Art Director at Y&R Israel
Tel Aviv, Israel
TitleAll The Names In The Country Share The Logo
Agency
Campaign All The Names In The Country Share The Logo
Advertiser Strauss Group Inc.
Brand Strauss
Philosophy

Strauss Group has a consumer involvement platform. But everybody's talking about consumer involvement, about sharing ideas, crowd-sourcing etc... Strauss wanted to take its consumer involvement platform a step further, make a bold move and show all its consumers that they are really part of the Strauss family. Strauss Group originated as a family business, founded in 1936 by Hilda and Richard Strauss. Just like Heineken was founded in 1864 by Gerard Adrian Heineken, or many other family businesses that carry the name of their founders. The logo is an important part of what Strauss is and the way it has come. Changing The LOGO, which global companies never touch, let alone come near, was a declaration. Using all family names made sure people noticed the campaign which invited them to be part of Strauss's consumer involvement platform. Not just as customers but as a real part of the Strauss family.
All 180.000 family names in the country replaced the well known Strauss name on the logo, giving all citizens in the country a personalized logo. It began with 6000 Strauss employees which were surprised to see their personalized logo all over the factories and offices. The following day a national billboard campaign aired featuring the 500 most common family names in the country. TV spots and print showed many more and an online activity completed the campaign with all the country family names, randomly changing 24/7.

Problem <p>Strauss is one of Israel's largest food groups. It wanted to communicate it's new consumer involvement platform – My Strauss.</p>
Media Type Billboard
Creative Director
Creative Director
Creative Director
Copywriter
Copywriter
Copywriter
Art Director
Art Director
Agency Producer
Chief Creative Officer
Executive Creative Director
Executive Creative Director

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