The Red Line — nationwide activation at BIG Shopping Centers
The Red Line — wide view of the activation
The Red Line — a full-width intervention across a busy shopping center
Shoppers encounter the red line across a busy pedestrian route
Campaign message and QR code linking to information and support
Organic amplification via the President of Israel’s verified Instagram account
Description
Bullying and social exclusion are often described as “a red line.” BIG Shopping Centers decided to make that line impossible to ignore.
Across 25 shopping centers throughout Israel, physical red lines were stretched directly across busy pedestrian routes.
Shoppers had to stop, look, step around them or cross them — turning a familiar expression into a real-world experience.
The lines carried the message “Bullying and social exclusion are a red line,” alongside a QR code directing visitors to an information and support page from the Office of the President of Israel.
The nationwide activation gained organic amplification when the President of Israel shared it on his verified Instagram account.
This professional campaign titled 'The Red Line' was published in Israel in September, 2026. It was created for the brand: BIG Shopping Centers, by ad agency: Open. This Experiential, Integrated, and OOH Outdoor media campaign is related to the Public Interest and Retail Services industries and contains 6 media assets. It was submitted about 1 hour ago by Vp creative: Liron Ben yakov of OPEN agency .
Credits
Client: BIG Shopping Centers
Advertising Agency: OPEN, Tel Aviv, Israel
CEO, OPEN: Saar Friedman
Deputy CEO, OPEN: Nofar Halperin
VP Creative, OPEN: Liron Ben Yakov
National Marketing Manager, BIG: Hila Noy
Marketing Manager, BIG: Itay Wagner
Corporate Responsibility Manager: Yasmin Elad
Social Media Manager, BIG: Harel Burkfer
Account Management: Yarden Peretz
Art Director: Liana Navon
Studio: Michael Schneider
Director / Photographer: Yadin Delouya
