Strauss, a global food company based in Tel Aviv, Israel, has won a Grand Prix award for outdoor advertising at the 2011 Golden Drum awards. “All the Names in the Country Share The Logo” involved associating the company’s logo with family names in Israel, beginning with personalised logos for each of the company’s 6000 employees. A national billboard campaign featured the 500 most common family names in the country. Television commercials showed many more. Online activity completed the campaign with all family names, randomly alternating 24 hours a day, 7 days a week. The purpose of the campaign was to invite Israeli citizens to become a real part of the Strauss family.
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The Logo campaign was developed at Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, by chief creative director Gideon Amichay, executive creative director Tzur Golan creative directors Yaneev Avital, Sagi Blumberg, Roy Cohen, art directors Dan Shany, Adva Alon, copywriters Michal Perry, Nadav Raviv, Oz Frenkel, executive client director Adam Polachek, account supervisors Hagit Erez, Amichay Kattan, account managers Sivan Talmor, Lia Gat, Michal Kalish, head of strategic planning Yoni Lahav, head of planning group Vered Golan, planner Inbal Leitner, working with executive branding director Zeev Ravid, branding team Ayelet Gerzon and Liraz Levi.