In the passing week, Israel has seen massive outbursts of domestic civilian violence, on top of rocket attacks from Hamas in neighboring Gaza. Unprecedented riots broke up within Israeli borders, between Jews and Arabs in cities like Lod, Haifa and Jaffa where Jews and Arabs have always cohabitated peacefully side by side.
Civil unrest which tore at the very fabric of these communities and what makes them such a pleasure to visit and experience. Places like Jaffa’s flea market where Jews and Arabs peddle their goods side by side surrounded by bars tended by yuppie young Israelis and hummus restaurants expertly dishing out their latest batch.
While most brands and commercial establishments have taken a step back, Harel, Israel's largest insurance firm, decided to take a stand for coexistence.
They created a billboard and print ad campaign with the message
"The best insurance against violence is coexistence" in both languages, Hebrew and Arabic.
Because keeping quiet is not an option.
As Albert Einstein once said “If I were to remain silent, I’d be guilty of complicity”.
Client: Harel Insurance
Advertising Agency: Leo Burnett Israel
CEO: Ori Gal
CCO: Ami Alush
Vp Client Services: Yonatan Regev
Creative Director: Oren Ben Naim
Art Director: Meital Miller
Copywriter: Michal Perry
Account Supervisor: Shiran Feldman
Marcom: Eva Hasson
Studio: Viki Bergman