Category B04. Use of Ambient Media: Large Scale
Idea Creation M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Media Placement M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Production M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Name Company Position
Hagai Shalev M&C SAATCHI TEL AVIV Creative Director
Barak Harshalom M&C SAATCHI TEL AVIV Copywriter
Anati Oshri M&C SAATCHI TEL AVIV Art Director
Karin Gross M&C SAATCHI TEL AVIV Art Director

The Campaign

The Pop-up food truck that offers Women's Meat sandwiches to highlight a simple message: Women are not a product for consumption. The pop-up ‘food’ truck travel from Tel Aviv to Jerusalem and parked opposite the Israeli Parliament, the Knesset plaza, communicating the simple message: Women are not a product for consumption. The “Women's Meat” sandwiches called "Breast Amal" and "Ribs of Yael" are packaged into brown paper bags and contain real life stories of women engaged in prostitution.

Creative Execution

We rented a real Food Truck and branded it MEET THE MEAT, we created a line of five sandwiches from fresh meat cuts, straight from the butcher to the bread roll, each one was branded with a different women's name and story of how she ended up in prostitution. We made hundreds of sandwiches and loaded them on the truck. We drove from Tel Aviv to Jerusalem and parked outside the Parliament house for an entire day. During the day, Parliament Members came to the truck to show their support and talk to the press.


Seven days after the end of the activity the member of The Task Force on Human Trafficking and Prostitution were invited to the Israeli Parliament to present the pop-up ‘food’ truck activity and to open a special discussion on the subject. Eighteen days after the activity the Ministerial Committee on Legislation approved the Bill that seeks to fight "consumers" of Prostitution. Two days after the approval of the Bill, the law was passed in the Preliminary Hearing.

The work is relevant to Direct because the chance of reaching the goal of the move, passing the Incrimination Bill for Clients of Prostitution, is greater when the target audience is reached directly, when they are touched and moved to action. The Food Truck parked outside the Israeli Parliament, Parliament Members couldn't stay indifferent and came to the truck to support the goals of the campaign, becoming ambassadors when they shared the issue on social networks and talk about it to the press.

The Incrimination Bill for Clients of Prostitution wasn't promoted in the Parliament, the political window of opportunity was closing, we had do convince Parliament Members use their influence to get the Bill to a vote. We had to move them with an idea they couldn't ignore. The insight we identified was that consumers of prostitution treat the women in prostitution as a consumer product like any other, in that they use them and then discard them without being aware of the ramifications of their actions. We knew Parliament Members couldn't stay indifferent to this reality. From this strategy and the need to physically reach them in Parliament, the idea of MEET THE MEAT Food Truck was born – to pass the message that: Women Are Not a Product for Consumption

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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