Gilad Kat, Managing Director, Mediacom, Tel Aviv

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How did the idea of a "good deeds" clothing drive, in which the clothes are collected in branded trucks and washed in branded machines, come about?

Communicating to the target audience of Orthodox Jews is always a challenge because their media habits are so different from the rest of the population's-there is practically no mass-media consumption among Orthodox Jews. Still, P&G wanted us to create a big-bang effect, since this was a relaunch of the brand following years of no communication. We were looking for some type of activity that would manage to create word-of-mouth within the community and generate some free third-party coverage in the Orthodox newspapers. Given this, we knew we'd need to take it out to the streets and create some kind of happening. Once we decided to connect to the cultural insight and religious commandment of "aiding the weak," things fell into place, and the idea of clothes donation using trucks came through.

Why do you think it's been successful?

The fact that our team consists of people with diverse cultural backgrounds-including an Orthodox planner who came up with the core idea-was essential to the process, along with the connection to a real, strong cultural insight, something considered a mitzvah-a religious commandment.

How did creative and media teams work together?

P&G Israel are true believers in an integrated communication planning process. The briefs for all projects are given simultaneously to all the agencies involved, so once the whole team starts from the same point it's much easier to cooperate and stimulate each other. I guess it also helped that we all sit in the same building, so interaction is natural and not confined to official meetings.

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