Bereaved Israelis and Palestinians Unite for Peace in BBR Saatchi & Saatchi’s ‘Taking Steps’ for PCFF

By Erik Oster 

BBR Saatchi & Saatchi launched a new campaign for joint Israeli-Palestinian organization Parents Circle Families Forum (PCFF), whose members have all lost loved ones to the ongoing conflict, promoting its “Taking Steps” initiative.

The “Taking Steps” peace initiative kicks off with a call for dialogue, through sneakers embroidered with a “Birds of Peace” logo by female members of the PCFF. BBR Saatchi & Saatchi spot focuses primarily on the organization, its members and its message, however. It opens by addressing the difficult bereavement of PCFF members before each contributes to a simple yet powerful message: “If I who have lost [a sister, brother, a father or other loved one] to the conflict, can walk the path of peace, surely you can too,” concluding with a quick look at the “Birds of Peace” sneakers and call to viewers to click on a link to a website where they can purchase the sneakers, shoelaces, a patch or just share the organization’s peaceful message.

The spot made its broadcast debut last week as the initiative begins to roll out worldwide. It has already gained the support of a number of international organizations, as well as celebrities such as Cate BlanchettHelen Mirren, Meryl Streep, Tina Brown and Barbara Streisand, who have each donated to the effort.

Advertising Agency – BBR Saatchi & Saatchi
Air Date: 10.03.2016
C.E.O – Yossi Lubaton
Executive creative director – Idan Regev
Creative director – Sharon Refael
VP Production & Content – Dorit Gvili
Production – Bosmat Marmarely and Ayelet Rotman
VP clients – Maya Salomon and Idit Zuckerman
Art director – Yuval Zuckerman
Copywriter – Eran (Shushu) Spanier
Copywriter digital – Liron Cohen
UX and interaction expert – Gal Mamalya
Digital producer – Maya Palmon
Account supervisor – Ziv mishan
Account executive – Shirley Tamar Konka
Planning Information Specialist – Eva Hasson
Traffic – Ronit Doanis
Studio – Yaron Keinan, Yulia Zak, Chen Graizman, Zehava Gonen-Grinberg, Idan Marelli
Website Developer – Eli Peer
Still photographer – Ohad Romano
Director – Shachar Segal
Video photographer- Lael
Editor – Shay Epelberg
Production – POV
Post House – Artel
Music – Tomer Biran