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Outdoor
Strauss Food Group: All Family Names Share the Logo
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Strauss is a global food company.Strauss decided via Shalmor Avnon Amichay/Y&R Interactive Tel Aviv to go all the way and share its family LOGO with all the families in the country.The Logo, which global companies never touch let alone come near. Yes, Strauss also has a brand book with more than one hundred pages.But this time it was different...
All 180.000 family names in the country replaced the well known Strauss name on the logo, giving all citizens in the country a personalized logo.It began with 6000 Strauss employees which were surprised to see their personalized logo all over the factories and offices.The following day a national billboard campaign aired featuring the 500 most common family names in the country.TV spots showed many more and an online activity completed the campaign with all the country family names, randomly changing 24/7.Using all family names made sure people noticed the campaign which invited them to be part of Strauss's consumer involvement platform. Not just as customers anymore, but as a real part of the Strauss family.
Creative Director: Yaneev Avital, Sagi Blumberg, Roy Cohen Related
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