The work of two Israeli creative agencies will be recognized at the International Academy of Digital Arts & Sciences’ 23rd annual Webby Awards in New York on May 13.
“Throw in a Kind Word,” a campaign created for the Metropoline bus company by Petah Tikva-based KOG, won a People’s Voice and a Webby Award in the “Video – Live Experiences” category.
The heartwarming campaign depicts the real-time reaction to short videos that Metropoline showed on several routes to introduce passengers to their drivers. Among these drivers were Armando Segev, 85, a former bodyguard from David Ben-Gurion; and Gabi Ben-Moshe, who volunteers with Magen David Adom and the Israel Police off-hours.
“You ride with them every day. Meet them every day. Now it’s time to give them a kind word,” was the tagline.
Passengers of all ages appear inspired by their drivers’ stories, applauding and thanking them afterward. The drivers, who were taken completely by surprise, are all smiles.
“We wanted to thank our drivers, and along the way, remind you, to #throw_in_a_kind_word,” the bus company explains at the end of the 2:37 video.
Also honored by the 2019 Webby Awards, in the “Best Cause Related Campaign” category, is Leo Burnett Israel for its Gaza Border Beer video.
The ad was created on behalf of Alexander Beer for its limited-edition beer made with wheat from southern Israeli farms that survived massive fires started last summer by incendiary devices launched from Gaza, which destroyed 28,000 hectares of wheat worth $25 million. All profits from Gaza Border Beer, $61,000 and counting, goes to the farmers to replant their fields.