Every year, before the Jewish New Year, Israel's largest NGO 'Migdal Ohr'
distributes hundreds of thousands of food parcels to families in need across the country.
To amplify their efforts, we launched the largest 'Pass the Parcel' game in Israel,
using the food parcels themselves. The campaign debuted on Channel 2, Israel's top-rated network,
where morning show hosts initiated the game by passing the parcel to colleagues on other shows.
Throughout the day, the game spread to social media, with the parcel moving among 60 prominent celebrities
spanning cinema, sports, fashion, comedy, music, and politics.
The campaign's success was significant, resulting in a 35% increase in donations.