NOT A SAFARI CAMPAIGN.

TitleNOT A SAFARI CAMPAIGN.
BrandCASTRO FASHION.
Category A03. Durable Consumer Goods including Automotive
Product/ServiceCASTRO "SAFARI" LINE
Entrant ACW GREY TEL-AVIV, ISRAEL
Idea Creation ACW GREY TEL-AVIV, ISRAEL
Production MIALMA PRODUCTION HOUSE Tel Aviv, ISRAEL
Credits
Name Company Position
Tal Riven ACW Grey Tel-Aviv Chief Creative Officer
Ida Markovitz ACW Grey Tel-Aviv Creative Director
Yafit Mizrachi ACW Grey Tel-Aviv Creative Director
Elad Hermel ACW Grey Tel-Aviv SVP Account Director
Michal Itzhaki ACW Grey Tel-Aviv Client Supervisor
Maya Adiv ACW Grey Tel-Aviv Account Manager
Gal Yaakov ACW Grey Tel-Aviv Head of production
Liat Levi ACW Grey Tel-Aviv Agency Producer
Roy Kafri Roy Kafri Director

Write a short summary of what happens in the film

This piece tells the story of a new young model who joins the brands existing presenters. The video begins with an almost stereotypical scene from a fashion brand, with our top presenter sitting in a luxuriously decorated room showing off clothes from the African theme line. When the new model enters, she asks if the rumor is true, claiming that they have started shooting the ad without her. Throughout the rest of the video, in a mixture of scenes that seem almost random, the other tries to convince her that they are not doing a spot. All other vigorously deny her suspicions making her think maybe it's all in her head, pulling the viewers to the fantasy as well. The young model insists to follow her instincts and chase a rabbit hole of bizarre dream like environment. The spot ends with a deny. You also haven't watched a safari campaign.

Cultural / Context information for the jury

Castro is the leading fast fashion brand in Israel, popular nation wide. The local brand is historically known for its breakthrough campaigns and iconic ads and videos. This time, it wanted to launch its "Safari" line that was inspired by African culture and safari themes. This year, we collaborated additionally to our main presenter, with two new guest stars: Reef Neeman and Jonathan Mergui, the later one is also the singer and creature of the original song used in this piece. This content piece was filmed in Kenya, Africa using local African actors making it authentic for the viewers as possible. The director Roy Kafri is an upcoming YouTube sensation video creator in Israel. Having him giving his unique point of view add great value PR wise and resonated to the brand core values as well.