Fighting To Remember
Summary: As antisemitism surges and Holocaust survivors perish, Israel’s role as the guardian of Holocaust memory is more vital than ever. But the generation entrusted with that memory, Gen-Z, is turning away. They see the subject as distant, irrelevant, even boring. We understood that to keep memory alive, we had to translate it into their language, their platforms, their culture. The idea: bringing survivors into the gaming world and taking over Call of Duty WWII. The result: 1.5 million teens watched full testimonies, 1,500 schools screened them– the memory becoming theirs
Lead Agency(s): McCann Tel Aviv
Client / Brand: Zikaron Basalon / Fighting to Remember – Zikaron Basalon
Effie Award(s): Bronze
Greenpeace_The Dead Sea_Best of Europe
Summary: Greenpeace set out to expose the severe crisis of oxygen depletion in Denmark’s seas – declared by biologists as the deadest in the world – and to ignite political action from a government that had long ignored the problem. To cut through the complexity of science, they humanized the issue with a funeral for Vejle Fjord, mourning “our beloved friend who suffocated after prolonged oxygen depletion.” Funeral rituals became campaign elements, replacing abstract data with love for nature and turning loss into an emotional call for urgent political action.
Lead Agency(s): &Co. / NoA
Client / Brand: Greenpeace (Denmark) / Greenpeace
Effie Award(s): Gold
This Is All I Can Afford
Summary: In Türkiye, rising costs and crisis fatigue made the public indifferent to the student housing crisis, which was seen as a distant problem. TEV recognized that housing was not just a living cost but a barrier to education. Using real rental data, life-sized installations showed how little space bursaries could afford. Placed in busy districts during national exam week, these tangible experiences broke public indifference, sparking empathy, a national conversation, and turning an awareness campaign into one that generated 62x more donations in just nine days—all on a modest budget.
Lead Agency(s): Happy People Project
Contributing Agency(s): Good Boy Creative Production,
Ingage, Mindshare Turkey, ArtıPR
Client / Brand: Turkish Education Foundation / Student Housing Crisis Awareness Project
Effie Award(s): Bronze
The Street of Life
Summary: The goal of the campaign “The Street of Life” is to attract national attention to the topic of organ donation. The subject is neglected in Bulgaria where transplantations are the lowest among all EU, yet thousands are waiting for a new organ. Through a highly symbolic act – naming the first street in the world after a local organ donor – the campaign sparked a nationwide conversation. “The Street of Life” gained coverage from most media outlets and provoked an institutional change that led to an increase in organ donations.
Lead Agency(s): Noble Graphics
Client / Brand: The Documentalists Foundation / Organ donation awareness
Effie Award(s): Bronze
