Our concept for promoting the season was to highlight the contrast between the ultra-orthodox world and the secular, urban, modern world. We wanted to make four Yeshiva guys into icons of style and in this way show the fact that they are cool, sexy and full of humor characters which created their own world in between the two realities they live in.
we created a new world, surprising in its weirdness and striking in how good it looks.
In promoting the series we decided to create two different promos to deliver two messages we thought important to convey to our audience. One promo focuses on the plotline and, mainly, on the humor, to remind the viewers how funny their beloved comedy was.
The other promo is more touching, in order to highlight the new layer of the series and foster an emotional attachment between the audience and the characters. We also shot a special promo to launch the series premiere and make it into an event. This promo also integrated elements from the ultra-orthodox world (Pashkevils - black-and-white posters) with the secular world.
The images we created blended a youthful, wild and sexy world with orthodox motifs such as synagogues, Pashkevils, ultra-orthodox clothing, etc.
These generated a daring campaign that created an extensive buzz and played a major role in the series’ great success.
