Someone to Zip You Up

Agency Network: 
July 2010


For Tu B'av – the Jewish Valentine's Day – Israeli JDate wanted to come up with a campaign, targeting the single ladies of Tel Aviv. Our insight: There’s only one thing women can’t do alone – zip up. Two weeks before Love Day, we got into all of Mango stores in Tel Aviv and added a JDate tag to every dress with a back zipper. Women could pull the tags to zip up in the fitting room, and more importantly – got one month of free subscription to JDate, so they could finally find someone to zip them up.

Ambient advertisement created by McCann, Israel for JDate, within the category: Media.

Advertising Agency: Mccann Erickson, Tel Aviv, Israel
VP Creative: Eldad Weinberger
Creative Director: Shahar Filer
Copywriter: Sahar Lewenstein
Art Director: Maayan Froind
VP Accounts: Ifat Wieder-Arad, Hagar Barzilai
Account Director: Shai Almagor
Account Supervisor: Tal Pe’er
Account Managers: Matan Kaplan, Lee Spungin
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Highest Rated

Guest's picture

Great campaign.Great Insight

Guest's picture

Great campaign.Great Insight

Guest's picture

Wouldn't J-date just be a regular dating website in Israel?

Shadow Ops's picture

Nice ambient idea.

Shadow Ops
Activity Score 148
Copywriter |

Let's keep advertising fun

jackmancer2017's picture

Nice idea indeed but I don't know if it's really a problem for woman.

Guest's picture

It is. I live by myself, and I have to tie a string to my dress's zipper to pull it up all the way.

CUTIEPIE's picture

So now what are you telling men they need a woman for? Hahaha, i think its cute, nice idea! And it worked so that makes it ok, right?!

Activity Score 347
squareminded's picture

Great work!...

Activity Score 20
Art Director at Italy - C.O.M. Communication On Media
wkkesling's picture

I think the timing of this campaign, when it was launched, was perfect. This looks like it was well designed an thought through. How much did they have to pay that company to place the tags?

Activity Score 97
Graphic Designer at TypeFrag |

follow me on twitter

N17's picture

nice work!
keep it going

Activity Score 475
Creative Director
Hiperion's picture

Simply brilliant for every detail.

Activity Score 3138
Creative Director at zinkproject Valencia
brookjohnston's picture

One could argue that the message here is a little confusing. They’re trying to say, “You really need a man to be complete”, whereas the useful zipper device really says “A strategically placed tag eradicates the only existing use for a male companion”.

But that's admittedly over analyzing it. Great work!

Activity Score 296
St. Lawrence College
ERROR404's picture

cheesy but nice though :D

Activity Score 770
design akademie berlin, Hochschule für Kommunikation und Design | FH
Guest's picture

Purely genius :)

velle's picture

This is really, really good on so many levels

Activity Score 1550
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