Since Aviv Geffen is the creator of the show and his voice accompanies the entire series, we wanted to create a complete identity between Aviv and his show. This is his personal story. We filmed it with Aviv and the young actor portraying his character while using Aviv’s original voice, as the VO telling the story. This way we highlighted the difference between today’s Aviv and "young Aviv." The power of the show lies in the difference between them, a view from an adult perspective of the wild and unpredictable life of an extraordinary teen.
The campaign also appealed to nostalgic tastes, reviving moments from Geffen’s life that we all remember as they manifested in the series, and also used the extraordinary visuality of the series and its eccentric character to generate memorable images and make it into a cult series - one hard to ignore. It was a smashing success and the series became one of the most viewed and talked-about series of the year.