Lots of Israelis drink a local coffee brand but were afraid to admit it because it's not a premium brand. So the agency created a campaign of outdoor ads featuring real users proudly declaring that they use the brand.
Testimonials are nothing new, but what's smart here is that while they created hundreds of outdoor ads, each one was unique with a unique user and unique copy. In addition, each featured user was able to request where their ad would be displayed. Everyone was so proud of their ad that they took pictures to share with everyone on their social networks. They claim that their users quickly went from being ashamed of the brand to being proud of the brand. I believe them.
(The real heroes here? The print production team that had to create so many unique mechanicals, proofread them all, make proofs, and make sure the right ones were put up the right place. Oof. Can you imagine?)
Agency: BBR Saatchi & Saatchi. Via: AdsOfTheWorld