Winners 2011

All The Names In The Country Share The Logo

Year/ID: 2011 / C44001G11
Group: ​C Outdoor
Subgroup: C44 Corporate advertising
Award: Golden Drum Grand Prix
Product and services category: Consumer Involvement PlatformRegistrant: SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIVCountry: ISRAELBrand name: StraussAdvertising agency, city: Shalmor Avnon Amichay / Interactive Tel Aviv, Tel AvivArt director: Dan Shani, Adva AlonCopywriter: Michal Perry, Oz Frenkel, Nadav RavivCreative director: Yaneev Avital, Roy Cohen, Sagi Blumberg
Other credits: Chief Creative Officer: Gideon Amichay, Executive Creative Director: Tzur Golan, Executive Client Director: Adam Polachek, Tal Fishbain, Account Supervisor: Hagit Erez, Interactive Account Supervisor: Amichay Kattan, Account Manager: Sivan Talmor, Lia Gat, Interactive Account Manager: Michal Kalish, Executive Creative Director, Branding: Zeev Ravid, Head of Strategic Planning: Yoni Lahav, Planning Director: Vered Golan, Planner: Ayelet Esformes, Inbal Leitner, Branding Director: Ayelet Gerzon, Branding Art Director: Liraz Levy, Adi Sova, Branding Copywriter: Gil Katzir, Agency Producer: Marina Akilov

Creative idea explanation: We wanted to show that the consumers are part of Strauss. All 180.000 family names in the country replaced the well known Strauss name on the logo, giving all citizens in the country a personalized logo. Changing The LOGO, which global companies never touch let alone come near, was a declaration. The campaign invited people to be part of Strauss's consumer involvement platform. Not just as customers anymore, but as a real part of the Strauss family.