It is clear that the people featured in the Embassy of Israel in Argentina ad campaign are not even close to being 20 years old, even though each one claims just that. Instead, they are much older. The tag line, “Today, I turn 20,” refers to the anniversary of the terrorist attacks that they survived on March 17, 1992. Each person is holding a distraught portrait of themselves on that tragic day.
Conceived and executed by Basevich Crea, an ad agency based in Buenos Aires, Argentina, the Embassy of Israel in Argentina ad campaign is simple, serious and poignant. With creative direction by Javier Basevich, the campaign strongly shows that the embassy holds zero tolerance towards terrorism.
The use of real-life survivors gives the Embassy of Israel in Argentina ad campaign even more meaning.
What's Driving This Trend
- Survivor Celebration Ads
- Creating ad campaigns that celebrate survivors of trauma and tragedy.
- Real-life Survivor Marketing
- Using real-life survivors in marketing campaigns to add authenticity and emotion.
- Zero Tolerance Messaging
- Creating ad campaigns that strongly convey a zero tolerance stance towards certain issues or behaviors.
Who This Affects Most
- Advertising and Marketing
- Opportunities for agencies to create meaningful and emotional ad campaigns for clients using survivor celebration and real-life survivor marketing tactics.
- Non-profit Organizations
- Non-profits could use survivor celebration and real-life survivor marketing tactics to raise awareness for important issues and demonstrate their commitment to causes.
- Government and Politics
- Governments and political organizations could use zero tolerance messaging in their campaigns to address issues such as terrorism and violence.
