This is an election campaign with a difference. It’s affiliated with no political party. It’s an ad for The Parents Circle Families Forum, asking Israelis to vote for peace.

Monday was another day of political manoeuvring. Not only in Australia. The news report teaser below is about the upcoming election in Israel.

“Livni gives up power-sharing deal with Herzog; Habayit Hayehudi fears it may be dipping into single digits; Meretz chief says Herzog won’t be PM if her party doesn’t pass electoral threshold; Netanyahu: Zionist Union will turn East J’lem into Hamastan B.” (Haaretz.com, Monday March 16]. Haaretz.com is the world’s leading English-language news website covering Israel and the Middle East.

The Parents Circle Families Forum has been campaigning to end the Israeli Palestinian conflict since 1995. It is a joint Palestinian Israeli organisation of over 600 families, all of whom have lost a close family member as a result of the very long conflict.

Last year, its ad agency, Baumann Ber Rivnay /Saatchi & Saatchi, created a striking campaign that used its audience’s prejudices to give its point maximum impact.

This year, in advance of an election that has peace in Israel on its agenda, BBR/Saatchi & Saatchi created an installation for The Parents Circle Families Forum, that put peace at the top of voters’ minds.

BBR/SS&S explained, “The hope, through the installation, is to deliver a message to the Israeli voter
to choose a leader who will stop the circle of violence and bloodshed
and show Israelis the price they may be called to pay in the future if the conflict is not resolved peacefully.”

It’s a monument with peep-holes so that curious passers-by will look at what’s within. Inside is a tombstone, arranged within a maze of mirrors to give the effect that tombstones are there in hundreds. The Installation is set in a square in Rothschild Street, opposite Independence Hall, where the Foundation of the Jewish state was announced.

The installation will remain in place until election day, Tuesday May 17 2015.

Credits:

Client: Palestinian Israeli Bereaved Families for Peace
Advertising agency: Baumann Ber Rivnay /Saatchi & Saatchi
Chief executive officer: Yossi Lubaton
Executive creative director: Nadav Pressman
Creative director: Sharon Refael
Vice president production & content: Dorit Gvili
Production: Bosmat Marmarely
Art director: Yuval Zuckerman
Copywriter- Eran (Shushu) Spanier
Account supervisor: Noa Sharf
Account executive: Tal Glantz
Cameras: Dan Deutsch, Alon Shmoelof & Ofer Ben Yehuda
Artists: Gili Godiano & Matilda Studio