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Creative
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Bereaved Israelis & Palestinians Take Steps for Peace in Campaign from BBR Saatchi & Saatchi

Saatchi & Saatchi Worldwide, 6 months, 2 weeks ago

Parents Circle Families Forum's 'Taking Steps' initiative supports dialogue through sports shoes embroidered with ‘Birds of Peace’

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

Creative Director: Sharon Refael

Copywriter: Eran (Shushu) Spanier, (Digital) Liron Cohen

Art Director: Yuval Zuckerman

Executive Creative Director: Idan Regev

Planner: (Information Specialist) Eva Hasson

CEO: Yossi Lubaton

Photographer: (Still) Ohad Romano

Producer: (Digital) Maya Palmon

Creative Agency: BBR Saatchi & Saatchi

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

Music and Sound

Music Production: Tomer Biran

Offline

Editor: Shay Epelberg

Post Production / VFX

Post Production House: Artel

Production Company

Director: Shachar Segal

Photographer : (Video) Lael

Production Company: POV

Category: Corporate and social , Government

Genre: People