Bereaved Israelis & Palestinians Take Steps for Peace in Campaign from BBR Saatchi & Saatchi
A film with the mantra “If I, who lost a loved one, can walk the path of peace, then surely you can too” features members of the Israeli-Palestinian 'Parents Circle Families Forum' (PCFF).
The film is part of ‘Taking Steps’, a new peace initiative calling for the support of an on-going dialogue through sports shoes embroidered with a ‘Birds of Peace’ logo by female members of the PCFF.
The 'Parents Circle Families Forum' is a joint Israeli-Palestinian organisation, whose members have all lost a close family member to the on-going conflict, and who believe that dialogue is necessary in order to reconcile both sides with one another. In order to spread the organisation's message, BBR Saatchi & Saatchi have launched the 'TAKING STEPS' project this week.
Central to the ‘Taking Steps’ initiative is the group's first product: hand embroidered 'Birds of Peace' created and sewn onto sports shoes by the women of the group. Birds serve as an iconic symbol and metaphor for peace and reminder that everyone must continue to speak and strive for a solution.
The project is now being launched worldwide and has already elicited interest from a number of international organisations who are joining the PCFF’s call to action, as well as prominent celebrities including Helen Mirren, Meryl Streep, Tina Brown, Barbara Streisand, and Cate Blanchett, who have already bought the shoes and donated to the project.
BBR Saatchi & Saatchi created a special website where supporters of the campaign can buy a pair of embroidered sneakers, a patch or simply share the message of walking the path of peace further.
The 'TAKING STEPS' project was launched in cooperation with the BBR Saatchi & Saatchi advertising agency who created a commercial that speaks of the daily battle those who have lost a close one face, to keep going and never give up. The commercial closes on a personal statement all Forum members agree with: 'If I, who lost a close one, can walk the path of peace, then surely you can too.'
Creative Agency: BBR Saatchi & Saatchi
Creative Director: Sharon Refael
Copywriter: Eran (Shushu) Spanier, (Digital) Liron Cohen
Art Director: Yuval Zuckerman
Planner: (Information Specialist) Eva Hasson
Producer: (Digital) Maya Palmon
Executive Creative Director: Idan Regev
CEO: Yossi Lubaton
Photographer: (Still) Ohad Romano
Account Executive: Shirley Tamar Konka
UX: Gal Mamalya
Head of Production: (VP Production & Content) Dorit Gvili
Account Supervisor: Ziv mishan
Production Manager: Bosmat Marmarely and Ayelet Rotman
Developer: (Website) Eli Peer
Production Company Name: POV
Director: Shachar Segal
Photographer : (Video) Lael
Editor: Shay Epelberg
Post Production / VFX
Post Production Company: Artel
Music Production: Tomer Biran
Category: Corporate and social , Government