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Shalmor Avnon Amichay/Y&R's Strauss Campaign


Strauss Revives the True Meaning of Company

Shalmor Avnon Amichay/Y&R's Strauss Campaign
In their fresh, new campaign, global food company Strauss bring a new meaning to the term social media and rejuvenate the true meaning of ‘company’; “the person or group of people whose society one is currently sharing”. Strauss have created their ‘consumer involvement platform’ which is a daring new idea that sees a brand sharing it’s identity with the world.

Strauss group began life as a family business, founded in 1936 by Hilda and Richard Strauss, and such as many well known brands, for example Heineken, MacDonalds and Heinz, adopted the name of its founders. Strauss decided to share its logo with all the citizens in the country. What an inspiring way to captivate an audience.
At first they replaced the name ‘Strauss’ in their company logo with the family names of all their 6,000 employees. Instantly the surprise and involvement with the brand grew. Next the nation witnessed the ‘Strauss’ name being replaced by the top 500 family names in the country across national billboards. TV spots followed with more names, and to complement the rest, a website was created for the rest of the population that randomly chose from thousands of different family names every minute of every day.

Social and interactive media has given birth to a new generation of advertising. Shalmor Avnon Amichay/Y&R Interactive Tel Aviv have embraced the idea whole heartedly. There is nothing complicated about this campaign and it expects nothing of the consumer except his/her attention, as the commercial says “not just as customers but as a real part of the Strauss family”.

Creative Director Gideon Amichay defines the vision of Shalmor Avnon Amichay/Y&R Interactive in one sentence; "We bring to the table the ideas you think we cannot do". This new campaign is the quintessential example of how this company likes to work, he also says "creativity is important, but being different will always win", and to prove how successful the idea has become, the campaign was born in March 2011 and there have already been 5,700 ideas uploaded onto the site.

To learn more about Shalmor Avnon Amichay/Y&R Interactive Tel Aviv please visit their website on: or

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VMLY&R EMEA, Wed, 27 Apr 2011 16:00:00 GMT