Tell us about your role in the creation of this work.
My name is Eran Nir, im the Chief Creative Officer at Gitam BBDO, Orcam’s advertising agency. As Orcam’s advertising and concoulting agency, we basically did everything in this work. Everything from the point of the initial thinking, to the point of production and PR
Give us an overview of the campaign, what is it about?
It's about changing many Israelis’ lives that never voted in a discreet democratic election without asking someone to vote for them...so first of all it’s about change, about making a history in Israel....It’s not a cliche, that’s actually what we did. For the first time ever, blind and visually impaired people, voted unassisted on the Israeli election. Thanks to our client revolutionary product.
Tell us about the details creative brief, what did it ask?
The idea didn’t come from a brief, he came from an opportunity. We had an amazing product which not all our potential consoumers knew about and we found a perfect occasion with huge free media that will produce PR potential that could help us to reach every potential consumer.
Which insight led to the creation of this piece of work?
The fundamental essence of the product is to help the visually impaired to have an equal life quality as other people, and what is more basic than the right to vote?
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
For better or worst, we believed in our idea from the very beginning and went “all in” to make it happen.
How did the client initially react to this idea?
Orcam, is an amazing client, a true pioneer in its field. The process of this campaign was completely transparent and collaborative, so the reaction was very enthusiastic from both sides.
What was the greatest challenge that you and your team faced during development?
The biggest challenge was the production - we needed to get the collaboration of the national election comity and we all know that working with the government is always a challenge. It’s a great opportunity for saying “Thanks”. Everyone did everything to make it happen
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
Everyone is talking about making a better world agenda, but unfortunately, the industry is lacking brave marketeers. When marketing goals meets an agenda that does good for society its the perfect 1+1=3…Exploit our true power as advertisers.
Where do you see this campaign going in the future?
I hope that this campaign will be the first of many others to help other visually impaired people all over the world, so other governments will be inspire and will work for true democratic equality for people with disabilities and those who are visually impaired.