The campaign was composed of teasers and a promo that focused on Chanshi’s funny, wacky personality and the liberating journey she goes through - while hinting that something in her past led her to this wild journey..
The series launch generated a huge buzz that we used to promote the show further.
As a key image for the series we wanted to create a sassy, provocative and funny image like the leading character herself, so we took the classic moment known to all Jews in which a Jew arrives to Israel, bends down and kisses the holy ground. We took this event a few steps further… and infused passion and humor in this pathos full moment.
