Dibur Acher / A Different Kind Of Talk
We were called to create a campaign promoting inclusive and moderate discussions online, during election time. This was one of the most challanging briefs to ever land on our table. The concept: when discussions get sharper and sharper, we chose a different kind of talk. The tool: Sharp, hot peppers. We centered the campaign around the sharpness that usually comes with talk about the upcoming elections. We brought influencers from all parts of the Israeli society to discuss sensitive subjects while eating Habanero Pepper – one of the hottest peppers on the planet. The campaign was supported with a ‘sharpness challange’, calling people to eat a sharp pepper and challenge three more friends to do the same. Using this, we managed to enter the politician circle, who took part in the challange. The campaign reached more than 1,000,000 mentions on traditional media, talk shows and more.
Thank you to Mussa from Mahane Yehuda market for providing us with hot peppers, the campaign would not have existed without you.