Sharon Ben David
Production Manager at J. Walter Thompson Israel
Tel-Aviv, Israel
Campaign Sorry
Advertiser Voluntry Organization
Brand Voluntry Organization
Business Sector Institutional/Public Interest/Non-Profit Org.
Story Elderly people asking for the government’s forgiveness for being alive and becoming a burden on society and on the government’s budget
Philosophy The strategy is about “twisting” the expected – bringing the elderly population to the front in a powerful and dignified position instead of showing their miserable situation. Not only they have a word to say, they express their voice loud and clear. They should not be left behind just because their glory days are over. The government should gratify their contribution to society, giving them their basic rights – respectful life.
Problem The government cuts budgets across all sectors and demographics. As a result, the elderly rights are about to be dramatically hurt. Unlike other demographics, they don’t have a loud, powerful voice to fight for their rights. This ad is about bringing the elderly rights to the public’s agenda in order to express their protest.
Media Type Television
Market Israel
Post Production
Executive Creative Director
Art Director
Account Executive
Production Company Producer
Production Company Producer
Production Company


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