Play It Up
Israel’s first music video challenge on TikTok, created for Maybelline New York.
Featuring singer Agam Buhbut and user-generated content from winning challenge participants, the campaign surpassed viewership goals. This innovative campaign not only achieved impressive reach (over 20 million impressions and 11 million unique viewers, exceeding targets by 38%) but also strenghtened the brand’s community through user engagement, ultimately driving measurable sales growth.
Mccann Tel Aviv
2021
Featuring singer Agam Buhbut and user-generated content from winning challenge participants, the campaign surpassed viewership goals. This innovative campaign not only achieved impressive reach (over 20 million impressions and 11 million unique viewers, exceeding targets by 38%) but also strenghtened the brand’s community through user engagement, ultimately driving measurable sales growth.
Mccann Tel Aviv
2021
Creative, art direction and graphic design: Sharon Cohen
Creative director: Ginat Yaakov
Musical Production: Triangle
Lyrics: Sharon Cohen, Ginat Yaakov, Ido Netzer, Amit Mordechay
Director: Omer Aloni
Cinematography: Ran Kushnir
Offline & Online: WAY
Art: Or Edny
Stills: Micha Loubaton
Style: Reuven Cohen
Hair: Liraz Agam
Makeup: Adam Michaely
Creative director: Ginat Yaakov
Musical Production: Triangle
Lyrics: Sharon Cohen, Ginat Yaakov, Ido Netzer, Amit Mordechay
Director: Omer Aloni
Cinematography: Ran Kushnir
Offline & Online: WAY
Art: Or Edny
Stills: Micha Loubaton
Style: Reuven Cohen
Hair: Liraz Agam
Makeup: Adam Michaely
Poster Design
Behind the scenes
