The Red Sea Festival
As part of the 'artistic' part of our operations we had a "wild" idea of starting an international photography contest to be held in Israel under the Epson brand. The association with photography and image printing was clear as well as the association with color and the going to extreme. This is how "Epson Red Sea" contest was born as an annual international event of underwater photography held in Eilat. Needless to say, it was as colorful and as extreme as one can get.
Within three years of making proper use of domestic and international media (with zero investment in paid advertising), we succeeded in positioning the contest as the Grand Prix of the photography world. Hundreds of photographers from Israel, Europe and other parts of the world arrive in Eilat every year. The media coverage before, during and after the event is truly global (including a 7-minute item on CNN…)
The public protest campaign against the web censorship bill – 892 – for the Israel Internet Association
As the spokespeople of Israel's internet association, we have waged a passionate public protest with unprecedented media coverage against the 892 draft bill, which thanks to our efforts, became known as the "web censorship bill".
The campaign was implemented on line and off over several months. We attracted a great deal of attention through the reporters in the Knesset's House, where we collaborated with the Internet Association's lobbyists.
We also worked with the internet columnists who are always fond of action and in this case identified with the cause as well, and with the entire electronic media, from newsmagazines to radio. We worked intensively with bloggers too. A Facebook group we have established grew into several thousands members within a few days, becoming a strong platform for protest and a source for extensive coverage in the printed press.