At the 1972 Munich Olympics, 11 members of the Israeli Olympic delegation were killed in a terrorist attack. So this year, on the 50th remembrance day of the Munich Massacre, the Israel Olympic Committee wanted to commemorate the 11 victims and bring their stories back to life in a national media stunt that would reach as many Israelis as possible through traditional television mediums and social media.
The Israel Olympic Committee collaborated with the leading news channels in Israel in a rare step of solidarity. In Israel, the competing news channels are solely differentiated by their channel numbers (Channel 13, 5, 12, 9, 14). But on the 50th remembrance day of the Munich Massacre, the competing channels united together at the exact same time and changed their channel number from their original number to the number 11 for one day..
This unexpected and unprecedented collaboration helped to send the message, and our campaign’s creative tagline, “we are all 11.” This message and media stunt signified that we are not separate from the 11 victims we lost 50 years ago, but one with them and it is our responsibility to keep their memory alive..
The buzz around this media stunt caught the attention of Israel’s top influencers who took it upon themselves to speak personally about the victims' life stories on TikTok, ultimately sparking a larger conversation among the young Israeli demographic. More importantly, the use of media catalyzed the government to include the Munich Massacre in the curriculum of all schools to ensure the memory of the 11 victims never dies.
This professional campaign titled 'We are all 11' was published in Israel in February, 2023. It was created for the brand: The Israel Olympic Committee, by ad agency: Publicis Groupe. This Experiential medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 12 months ago.
Client: Olympic Committee of Israel
Yael Arad - President of the Olympic Committee of Israel
Agency: BBR Saatchi & Saatchi
Shelly Shamir Keinan - CEO of BBR
Igal Ezra - VP creative
Yariv Twig - Fireworks CEO & Chief Creative Officer
Shlomo Kavas - Copywriter
Kobi Nevo – Art
Ronit Doanis – Traffic
Ran Danino – VP client
Maya Moshel - Account Supervisor
Betty Soztch – Account Executive
Adriana Mesia – Account Executive
Iris Yisraeli - Production Manager
Orly Vilenski – Production
Lea Avram Vayzer – Studio Manager
Graphic Designer – Yulia Zak, Jenny Gindus, Nadav Solomon, Lilyan Bar Lev, Roni Rappaport, Mai Ushpitz
Livnat Tasa - Fireworks Studio Manager & Project Manager
Noy Cohen Gal - Senior brand designer
Anat Cohen Sandovski - Brand Designer
Matan Chesler - Art
Ariane Rybski - Graphic Designer
Assi Eliovich - Graphic Designer
Dorit Giuilli - VP Business Development
Mia Nagler - Account management
Yossi Lubaton- CEO
Yaki Chesler – VP TV
Bar Shmuel Goldray