019mobile started advertising on social media with the campaign "Breaking the Norms" featuring the spokesperson Shlomo Baraba dressed as "Don Quixote" (Creative credit: Rafi Barel and Eran Ze'evi).
The design approach primarily emphasized the assertive presence of the well-known spokesperson in order to establish a credible standing among an audience that largely had not previously heard of the company.
019 Facebook Page | 2017
Following the establishment of the company’s standing within the Israeli audience, the advertising strategy shifted from one that portrayed confrontation and the pursuit of justice in the Israeli cellular market to a more Israeli, humorous approach that conveys a sense of "being fed up with being taken advantage of" by the big companies making you feel small.
Accordingly, the spokesperson was replaced by comedian Avi Nussbaum, who is associated with stand-up comedy on the themes of "day-to-day life" and the graphic language transformed into a brighter and more comedic design style in order to convey that the mobile market does not have to make life difficult for you as a costumer.
019 Facebook Page | 2018
As part of the campaign, 3 short promotional videos featuring the spokesperson were released, in which I participated in the preparation and production of the headline titles and subtitles, as well as providing all of the necessary assets and materials for the video editor.
(Creative credit: Rafi Barel and Eran Ze'evi).
After the campaign with Avi Nussbaum concluded, it was decided that there was no longer a need for a spokesperson to establish trust among the Israeli audience. The company shifted its focus primarily to advertising its mobile packages and the additional services it offers.
New design approach was applied, using isometric illustrative graphic style that conveys both the characteristic lightness of the brand and the innovation and dynamism it brings as a telecommunications company.
