Orange Israel commissioned a print advertisement warning against the dangers of texting while driving. The words, “Text messaging while driving prevents you from seeing what really matters”, is superimposed over a man using a pedestrian crossing. An unusual message for a telecommunications company. Unusual enough to get the ad onto the Print shortlist at the Clio Awards 2008.
The Orange text messaging ad was developed at Shalmor Avnon Amichay/Young & Rubicam by chief creative officer Gideon Amichay, creative director Tzur Golan, group creative director Yariv Twiq, copywriter Geva Kochva, art director Asaf Covo, account director Meirav Harel, account manager Merav Greenshtein, planner Hila Tamir.