Best Non-profit Website, Best Of Show Website

In this campaign we wanted to bridge the gap between elderly people in need and young people who usually don't care about them.
We created an original vintage brand called "Roots", with clothes that those elderly people didn't need anymore. The young people bought those clothes on an online store, thus donating money to an organization they probably wouldn't have donated to.

Contributors:

VP Creative:	Ami Alush
VP Creative:	Nir Refuah
Copywriter:	Tal Schweiger
Art Director:	Nir Hersztadt

MCCANN DIGITAL

Location: Israel