Title	THE NEVER EVER SHIRT
Brand	FULFILLING DREAMS
Product/Service	FLYING TERMINALLY ILL CHILDREN TO EURO 2016
Category	A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant	BRUCKNER YAAR LEVI Tel Aviv, ISRAEL
Idea Creation	BRUCKNER YAAR LEVI Tel Aviv, ISRAEL
Media Placement	BRUCKNER YAAR LEVI Tel Aviv, ISRAEL

Name	Company	Position
Yoram Levi	Brukner Yaar Levy	Partner & Chief
Adam Peled	Brukner Yaar Levy	Digital Creative Director
Tal Keisari	Brukner Yaar Levy	Art Director
Amit Stoler	Brukner Yaar Levy	Creative Director
Liron Shechter	Brukner Yaar Levy	Planning Director
Gil Shalom	Brukner Yaar Levy	Account Executive

The Campaign

The Never Ever Shirt Campaign – the idea behind the campaign was to approach Israel's most fanatical football fans and challenge them to do something we knew they would never, ever agree to do – wear the shirts of their ultimate rival team.

Creative Execution

The implementation began by making direct contact with the celebrated football fans, and presenting them with the challenge. Once on board, we launched a social media video campaign, in which our selected fans appealed to a widespread audience, asking them to donate to our cause. The videos were run on Facebook for two weeks, cost-free, resulting in five times the donations that the charity received in previous years.

Results

The campaign received over 1,000,000 impressions. The challenge was reported on in the leading national newspaper, two sports channels and a leading radio station. A total of 1.2 million ILS in donations were contributed. Most importantly, sixty sick children were flown to France to experience the Euro games live.

The idea behind the campaign was to approach hardcore football fans face to face and present them on the spot with the unthinkable challenge of wearing their worst rivals' club shirts for a worthy cause.

We implemented a search for Israel's most iconic football fans, those that are so recognizable that their names are known in every Israeli household, and have become cultural icons. As the content of the dream centered around the Euro League Championship games, the most relevant target was football fans. We drew the conclusion that targeting such a specific audience would be the most effective means of reaching the highest possible goal. The idea for the campaign was based on the preliminary notion that soccer club fans hate their opponents and utilized a mechanism that would channel these negative feelings into something positive that would break down barriers. Convincing famous die-hard football fans to wear the shirts of their biggest rivals was the best possible encouragement for getting people to donate money in exchange for "witnessing the impossible", with the added benefit of making the dreams of sick children come true.