Title	STREET. KIDS.
Brand	OTOT
Product/Service	YOUTH SHELTER
Category	B06. Use of Ambient Media: Small Scale
Entrant	FCB SHIMONI FINKELSTEIN BARKI Tel Aviv, ISRAEL
Idea Creation	FCB SHIMONI FINKELSTEIN BARKI Tel Aviv, ISRAEL

Name	Company	Position
Tal perlmuter	FCB Shimoni Finkelstein Perlmuter	Head of creative
Or Milshtok	FCB Shimoni Finkelstein Perlmuter	Copywriter
Mattan Hallak	FCB Shimoni Finkelstein Perlmuter	Copywriter
Alex Kolansky	FCB Shimoni Finkelstein Perlmuter	Art Director
Koren Kimchi	FCB Shimoni Finkelstein Perlmuter	Executive Producer
Leigh dorneanu	FCB Shimoni Finkelstein Perlmuter	Graphic Designer

The Campaign

Many children whom live on the streets are considered as a contrast to society, we chose to leverage this contrast and use it as a platform for transferring the message. Signs that are usually displayed for commemorating important people from Israel's history are used this time for a different goal but with the same narrative. These signs are now displaying names and stories of abandoned children, different stories, but not less important. The contrast between the original signs and the change we gave them, created a strong impact on the viewer.

Creative Execution

The signs were located on main streets in the big cities of Israel (Tel-aviv, Haifa, Jerusalem), they were hung on the 16th of October and will stay there till the end of November. All in all 50 sings were hung and made a great impact directly and on social media.

Growth Of 1200% on searching OTOT keywords on Google. Growth of 25% Of incoming phone calls to OTOT Donation call center. The Campaign was mentioned in different articles and creative websites, Creative blogs and on social media all over the world. all of those mentions and shares lead to Estimated reach of Few Millions of People who were exposed to our Message, and thousands of interaction.

This media strengthen the idea and was unseparated part of the message. We chose to use the street sign's platform that usually located near historical building and streets, in order to let the people passing by to learn the history of these places. We used this media in order to create a significant distraction for the viewer who thinks he's about to be exposed to historical information when actually he'll expose to a troubling message. The gap between what people expect to see, to what they see eventually makes the media such an influential tool for making the message work.

Insights, Strategy and the Idea

Our target audiene were everyone passing by the signs, everyone who can read the signs and everyone who can help those teens. The sign's location were taken in consideration and were hung in the main cities of israel (Tel-Aviv, Haifa and Jerusalem), where the traffic of people is the biggest.