Brief: Generate a buzzing video that will spread the vision of the mobile paying app My Check.
Bar Refaeli on Pepsi Max Top Street Food 2
Pepsi Max Top Street Food returns for the second time to crown Israel's best and most loved street food institutions, following last year's success and the winning of 4 MAA Globes Awards in 2015. The campaign celebrates and reinforces the bond between Israel's bustling street food scene and Pepsi Max.
This year we chose to collaborate with 3 major forces: Bar Refaeli, Hen Mizrahi and Gadi Wilchersky, who star together on the campaign's TV commercial. We also created a series of web dedicated video starring Mizrahi and Wilchersky, each attacking a different cliché genre of commercials.
At the heart of the activity – a designated website, where users are invited to vote for the best street food restaurants in Israel. The final 50 top street food spots list will be the result of the votes of the public combined with those of our special culinary judges.
The concept behind the activity, the videos, branding, designs and on site production – are all by Allenby.