AZRIELI MALLS - "The Vac Pack"

Leo Burnett Israel

Leo Burnett Israel Bnei Brak, Israel

10280

Brand: AZRIELI MALLS
Country: Israel

Advertiser: AZRIELI MALLS

Title	The Vac Pack
Agency	Leo Burnett Israel
Campaign	The Vac Pack
Advertiser	AZRIELI MALLS
Brand	AZRIELI MALLS
Date of First Broadcast/Publication	2019 / 5
Business Sector	Retail, Distribution & Restaurants
Philosophy	The Eurovision song contest is the biggest musical event in the world and this year it’s taking place in sunny Tel Aviv where it is expected to draw over 18.000 music-loving, party-going and shopping-crazed tourists. We all know it: going shopping when you’re on holidays is part of the fun and the experience. So we shop until we drop. But then almost unexpectedly, comes the time to pack and go home. Suddenly we realize all the stuff we’ve bought just won’t fit in the suitcase – and then, short of buying another suitcase we try all kinds of tactics like: The “Slam & Sit” – a move where you rapidly in one swift motion, slam the suitcase shut and jump on it. The “Double Flank” – which consists of zipping both sides of the suitcase shut from each corner in a futile attempt to make the zippers meet in the middle and distribute the load. The “Find-a Friend” approach – which basically consists of finding a few willing souls to give your excess baggage to and carry your load home. And the absolute last resort the “Layer it On” tactic – which basically means wearing all of your bulkiest clothes on your person – the only problem being that until you get home you’ll probably die of heat. Which is why the Azrieli Malls came up with a brilliant solution: ‘The Vac Pack’. In honour of the Eurovision Song Contest, the Azrieli Malls – Israel’s largest Shopping Group - decided to offer Eurovision tourists a free VAC PACK service and created special vacuum bags that could be drained of air at various points throughout the mall. All tourists had to do to earn the service was present their passport and ticket. Now that’s a campaign that packs a solution!
Media Type	Television
Length	30 seconds
Chief Executive Officer (CEO)	Adam Polachek
CCO	Ami Alush
Creative Director	Elad Gaizler
Creative Team	Olga Vorobieva
Creative Team	Noam Nizrad
Chief Client Director	Idit Zuckerman
Account Supervisor	Diana Bonfil
Account Executive	Sapir Yaron
Strategic Planner	Liz Stull
Marcom	Eva Hasson
Media Planner	Tami Alon
Agency Producer	Menny Zarhia
Traffic	Ligal Meir
Photographer	Menachem Reiss