Taglit-Birthright Israel - New Business Pitch
Insight: According to Pew Research, in an increasingly secular world, Jewish millennials are more culturally diverse than they have ever been in recent history. With intermarriage rates reaching upwards of 85%, this diverse bunch of 18-26 year olds have an apathy towards anything that does not acknowledge and celebrate their differences.
Idea: Celebrate the Birthright of Jew-“ish” Diversity.
Execution: ‘You Have The Right’, a social movement that celebrates the new practices and rights of unaffiliated, culturally diverse, college-aged Jewish students. In order to fight the apathy that youth had for the brand - we proposed using an culturally diverse Jewish celebrity to launch a viral video , digital, social, mobile and on-campus movement that encouraged people to celebrate their diversity while on a free trip to Israel.
Agency: Matter - New York
CCO: Joanna Pena-Bickley
CCO: Joanna Pena-Bickley
Associate Creative Director / Writer : Barbara Newman
Design Directors: Elizabeth Kiehner, Scott Matz
Designers: Morgan Goldberg
Designers: Morgan Goldberg
Producer: Jayant Pichamuthu