Campaign details
Brand: AlwaysBrand owner: Procter & GambleLead agencies: MediaCom Connnections Tel-Aviv, ACW-Grey Tel-AvivContributing agencies: Stern Ariely Saar PR, Go Digital MarketingMarket: IsraelIndustries: Feminine hygieneMedia channels: Direct marketing, Mobile & apps, Public relations, Word of mouth, influencersBudget: Up to 500k
Executive summary
Modern Israel is home to some amazing tech entrepreneurs, earning it the nickname Start-Up Nation. This sometimes creates a tension between the traditional Jewish religious beliefs and practices and the modern needs of a forward-thinking society.
Modern religious women place great importance on...