Every year, before the Jewish New Year the biggest NGO in Israel 'Migdal Ohr'

gives hundreds of thousands of food parcels to families in need across Israel. 

 

We decided to use the parcel itself and launched the biggest 'Pass the Parcel'

game in Israel. The campaign kicked off on Channel 2 (highest viewing ratings in Israel)

when the morning show hosts passed the parcel to a colleague in another show,

and so on throughout the day. The game was then passed on to social media and

the parcel was passed among 60 leading celebrities across different fields: cinema,

sports, fashion, comedy, music and even politics. 

As a result of this campaign donations increased by 35%!