Agency (city): Gitam BBDO (Tel Aviv)
Copywriter(s): Tomer Abramovitch
Art Director(s): Noga Kara
Photographer(s): lior Nordman
Executive Creative Director: Danny Yakobowitch
Executive Account Manager: Elika Merhavi
Chief Creative Officer: Guy Bar
Account Manager: Idit Zemmer
Account Executive: Naeema Tahori
Production : Noga Sagi
Nikol is an Israeli company which provides innovative cleaning products and specializes in development of different kinds of disposable wet wipes. We were asked to create newspaper ads for Nikol's wet wipes, specially created for cleaning windows.
When we approached the brief we found out that people clean their windows with newspapers. We also found, that when the first addition of modern newspaper was published at the 1809, its purpose was to be read, not to clean windows with.
Idea and execution:
We searched for an interesting way to approach this insight, remind the newspaper readers the original purpose of newspapers and show them how inappropriate newspapers are for cleaning. And what is more inappropriate than taking all those very important people whose faces are printed in the newspaper and squash them against a window? Stop using newspapers for cleaning, it's not appropriate.