Jewish Journal


October 24, 2012

Ad campaign on survivors of Israeli Embassy bombing takes top prize


An ad campaign by the Israeli Embassy in Argentina about survivors of the 1992 bombing attack there won the Eikon Prize for Excellence in Institutional Communications.

The “Survivors, 20 years later” campaign on Tuesday won the Gold Prize in the social category. The jury said it was "an emotional campaign focused on life that brings to the headlines a painful event."

Israeli Ambassador Dorit Shavit accepted the prize along with embassy employees, the team at the BasevichCrea advertising agency that developed the campaign and photographer Hernan Churba.

The Israeli Embassy also published a 244-page book with photos and testimonies about the March 17, 1992 attack that took the Gold Prize in the publishing category.

The car bombing destroyed the Buenos Aires embassy, killing 29 and injuring 242. Iran is believed to be behind the bombing, as well as the deadly attack in 1994 on the AMIA Jewish community center in the same city. No perpetrators in either attack have been brought to justice.

The ad campaign, which received extensive media attention in bringing awareness to the 20th anniversary of the embassy attack, featured a free "Concert of Life" at Palermo Park featuring 10 Argentinian pop and rock bands. The concert was covered live by national TV channels.

“The idea of the campaign is to focus on life," Javier Basevich, BasevichCrea's owner, told JTA. "We show cases of people who could have died on that March 17th, but they still live and they remember this special day. We also remember.”

The campaign beat out public service announcements from Peugeot-Citroen, Danone and Quilmes, the leading beer maker in Argentina.

The Eikon Prize for Excellence in Institutional Communications has been organized since 1998 by the Imagen Magazine.

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