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Fighting to Remember

Lions Awards (6)
Gold Lion : Entertainment for Gaming, PR
Bronze Lion : Entertainment for Gaming, PR, Media, Social & Influencer
CLIENT
Zikaron BaSalon
BRAND
Zikaron BaSalon
REGION
Europe & UK
CATEGORY
Brand Experience & Activation
Engagement
Entertainment for Gaming
Film
Media
PR
Social & Influencer
Titanium
INDUSTRY
NGO
DESCRIPTION

According to the Anti-Defamation League, anti-Semitic incidents reached an all-time high in 2022. Meanwhile, our grasp of the horrors of the Holocaust threatens to become increasingly tenuous as more of the 150,600 Holocaust survivors die each year. Even in Israel, awareness of the Holocaust has dwindled, particularly with the younger generation.

“Fighting to Remember,” a campaign for Zikaron BaSalon from McCann Tel Aviv, aims to keep survivor stories alive for Gen Z by bringing real Holocaust survivors into one of the most popular World War II video games.

On April 17, 2023, Israel’s National Holocaust Memorial Day, Holocaust survivors joined Israel’s top gamers as they streamed themselves on YouTube playing Call of Duty World War II. The survivors recounted their heart-wrenching, real-life experiences of key scenes, reminding everyone that these moments were not a game, but tragedies that shaped their lives and continue to impact generations that have followed.

The campaign ran across multiple platforms and was teased across social media including on TikTok and Discord. The videos will also be shared in classrooms as part of students’ Holocaust education. The content is also being developed into a documentary series for Amazon Prime.

AGENCIES
McCann Tel Aviv
McCann New York
XBC Creative
Craft London