Project #1
citi bank
I was born in California, raised in Israel, educated In The Netherlands and left my creative stamp on the advertising industry all over the world. With two diplomas in hand, I went to work as a web and graphic designer for AKQA and Kubik in Amsterdam and McCann Ericsson in Tel Aviv among others. I worked well in team environments to create innovative solutions to design problems on tight deadlines. Dealing with social and interactive media, as well as usability, and taking projects
from concept to completion in both online and offline environments, I’m ready for a new challenge. Whats next on my to do list? Make my dreams come true in NY.
MY ARRIVALS
Dafna
Linden
trust, transpar
ency
, infrastructur
e, leading, investing
for
ging, constructing, cr
eating, cleaning, r
evitalizing, futur
e
millennials, crisis, money
, community
Research Highlights
36% of all Millennials depend on financial support from their families, including 14% of all young adults who are working full time. 30% of young workers live at home.
Insight
As a result of all those difficulties they are down to their last drop of optimism.
Strategy
Each individual drop can only do so much. Citi can be the bucket that collects those drops and creates a new wave of hope.
The Big Idea
Citi Collective.
Giving people a platform to live out their values.
Creative Execution
Insperational video, homepage placement, The citi colective project website.
Digital Component
Citi has 18 million unique visitors every month on their home page.This free high traffic page is the perfect place to gain exposure and drive participation in their charitable initiatives.
Creative Note: Every time citi customers log in to their online banking accounts, they pass this page.
Problem
Creative
Project #1
citi bank
Opportunity
Project #1
citi bank
Background
Citi is at a crossroads. Having taken the brunt of the blame for the financial crisis, the institution is seen as cold, aloof, and destructive. In order to re-establish a good reputation with the American public, they have to find a way to effectively communicate that they care.
Business Objective
Establish a positive position in the mind of young people, displaying an understanding of the things that they care about in order to build authentic connections with consumers for long term.
Core Audience
Citi wants to engage the next generation of upwardly mobile, educated, progressive millennials. They are motivated to make money and succeed, but they are also motivated to make a difference in the world around them.
Barrier
Citi represents the 1%. They are Corporate US financial magnates who care nothing about the people, just making their bonuses and turning a profit.
Challenge
Convince these young influentials that Citi is a bank that understands their values and is a trustworthy partner worthy of trusting with the responsibility of managing their financial future.
1%
18
M
Fat
Life
Food
Manly
Pounds
Shame
Honesty
Difficulties
Creative Note: The media strategy brings to life the radical honesty approach.
Problem
Opportunity
Project #2
Weight Watchers
Project #2
Weight Watchers
Background
Weight Watchers offers the most realistic program for men, yet they represent only 9% of subscribers.
Business Objective
Increase male subscriber base.
Core Audience
8.5 million men in America are obese.
60.3% of single men have a BMI >25
30-44 • 50 pounds overweight • Single • Middle Class, 40k-75k salary • Sedentary Desk Job • From the Midwest or south.
Barrier
Obese men don’t realize how much easier every day could be if they were lighter.
Challenge
Drive obese men to make a hard change for an easier life.
easy choices hard life harder choices easy life
60+40+
A
Research Highlights
“Doctors should stop mincing their words and tell the over-weight they are fat, the public health minister has said.“ - Daily Mail.
Insight
Radical honesty pushes men to take action.
Strategy
Beat them down to tone them up.
The Big Idea
You’re Fat. That’s the last time you’re gonna hear it.
Creative Execution
Catching the core audience in moments of vulnerability via a contextual media strategy.
Outdoors:Billboards, Transit advertising, advertising in the subway environment (posters and stair cases).
Online: weightwatchers.com/men,LinkedIn, match.com, Facebook, twitter.
Digital Component
The Fat Lickin is a Radical Honesty Facebook app. Just take a photo of your beer belly with any webcam, and brace yourself for some tough love that will push you to finally take the extra step and join weight watchers today.
Creative
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Research Highlights
We commissioned research study with 40 women that represents our target audience and these were the results: Would you use Febreze?
Yes, I love it No, ew.
Insight
Women are their own harshest critics.
Strategy
Febreze helps you keep up appearances
The Big Idea
Every woman has “dirty” little secrets.
Creative Execution
Billboards, magazine ads, facebook and twitter campigen.
Digital Component
Secrets of the mist isan anonymous Facebook confession wall and twitter feed where Miss Perfect can let loose and unburden herself of the weight of her own deepest imperfections. Its OK to be a little inappropriate... no one will know its you...
Creative Note: Every woman has dirty little secrets...
Opportunity
Problem
Creative
Project #3
Febreze
Project #3
Febreze
The obligatory other
40 total votes
29+71+
A
2.04
3.74
m
Miss Perfect’s Nightmare
Unannounced Guests Showing Up On Your Doorstep.Background
Febreze is a brand of household odor eliminator
manufactured by P&G, First introduced in 1993.
Febreze enjoys a market share of between 71% in the US. However, market size has softened despite competitive entries from Glade & Lysol.
Business Objective
Get people to use more Febreze in order to reach the benchmarks of 2.04 million and 3.74 million additional units.
Core Audience
Mothers 35-54 with kids 6-17 in the house.
Superwoman with one mission in mind: Perfection.
Type A - “Uber Organizers” AKA “Miss Perfect”.
Barrier
“Miss Perfect” perceives Febreze users as unclean.
Challenge
Get “Miss Perfect” to overcome her prejudice against Febreze, and show her how Febreze simplifies her life.
Education
2012-2012 Miami Ad School, New York Account Planning Program
MA - 2003-2004 European Media Master of the Arts, Digital Media Design at the school of the arts Utrecht (HKU). Faculty of Art Media and Technology (KMT), the Netherlands
BA - 1997-2001 Wizo Design Academy Graphic design & visual communication degree Teaching Diploma - Design Teacher qualification Haifa, Israel
Proficiencies
Adobe CS4/5/6: Photoshop | Illustrator | InDesign Flash | Fireworks | DreamWeaver | Premiere | AE MS Office: Word | PowerPoint | Excel | Keynote Site statistics: Google Analytics | SiteCatalyst
Skills & Languages
Account Planing | Branding | Concept Development Creative Strategy | Web & Graphic Design | Web 2.0 e-commerce | Digital Media &...I can drive a Tractor English | Fluent • Hebrew | Native • Dutch | Spoken
Work Experience
Freelance, Amsterdam /Tel Aviv June, ‘09 – June, ‘12
Digital Creative consultant at AKQA Amsterdam, BIA NL, McCann Erickson Tel Aviv and many more.
Brand it or break it!
Mamtakbags.com, Amsterdam /Guangzhou Oct, ‘09 – June, ‘12
Co-founder & Creative Director of mamtakbags.com
The thinking that fused fashion & function
Blinck, Amsterdam, Aug, ‘07 – April, ‘09
Web & TV Designer
Selling digital ice to eskimos
Kubik, Amsterdam, Aug, ‘05 - June, ‘07
Graphic and Digital Media Designer
Just doing it with Nike
ZiLtd, Amsterdam, May, ‘04 - Feb, ‘05
Jr. web designer
Learning how to walk
Your agency here
Previous Clients:
