EUROPEAN MACCABI GAMES BERLIN
The European Maccabi Games, often referred to as the "Jewish Olympics," recently made a poignant return to Berlin, a city with a history marred by exclusion where Jewish sportsmen and women were once denied participation in any sporting endeavors. Fast forward 80 years, and Berlin has transformed into a beacon of diversity and inclusion.
I had the distinct honor of spearheading an awareness campaign that celebrated the profound cultural connection between communities through the medium of the German language. What many may not realize is that numerous words commonly used in everyday Berlin vernacular actually trace their origins back to Yiddish.
Drawing inspiration from this linguistic interplay, we embarked on a social campaign that playfully incorporated typical Jewish stereotypes to promote the event. And, of course, we did so with a healthy dose of humor.
Role: Art Direction
Agency: M&C Saatchi Berlin
Production: Bears Calling GmbH