The incidence of skin cancer in Israel is up there with the…well, worst. The country’s UV radiation is one of the strongest in the world.
Super-Pharm, Israel’s largest pharmacy retailer and a major player in sun awareness education, wanted to encourage people to go to the beach during sun safe hours.
So it teamed up with the Israeli Cancer Association and asked its agency, BBR Saatchi & Saatchi for ideas.
BBR worked out that the real problem is that Israeli beaches get very crowded. So people get there early – when the sun is especially dangerous – to get the best spot.
The agency decided to create and broadcast the first ever Live Drone Beach Report.
The real-time aerial views of Israel’s busiest beaches aired 30 minutes before Sun Safe Hours. This meant beach goers could scan the beaches and find the one that still had the perfect spot.
The Live Drone Beach Reports became one of Super-Pharm’s most popular posts ever, achieving more than 100 interactions per minute and 30,000 views per hour.
And all those viewers became aware of the sun safe hours.
Credits:
Agency: BBR Saatchi & Saatchi
Chief executive officer: Yossi Lubaton
Chief creative officer: Jonathan Lang
Executive creative director: Idan levy
Copywriter: Ronni Azulay
Art director: Yuval Zuckerman
Vice president group account head: Ben Muskal
Account supervisor: Noa Sharf
Account executive: Ronny Chaikin
Chief strategy officer: Shai Nissenboim
Strategic planning supervisor: Roni Arisson
Creative coordinator: Eva Hasson
Head of production & content: Dorit Gvili
Producer: Maya Palmon, Eran Harel
Social & digital director: Idan Kligerman
Digital copy: Liron Cohen
Traffic director: Ronit Doanis
Traffic: Avia Ben Ishay
Photography & editing: Dan Deutsch
Drone cctivation: Roei Galitz & Guy Mador
Live video production: Go Live
Live broadcast narrator: Ben Ben-Baruch
