Dear Friends,
The arrival of the month of Adar is associated with tremendous joy. On that note, we are excited to announce the launch of our brand-new, international “Come Build Your Legacy” advertising campaign.
In a distinct departure from traditional, product-centric, “new development” advertising, the campaign places less of an emphasis on the unprecedented physical luxury, and instead explores theintense emotion, holiness, and meaning we as Jews associate with Eretz Yisrael.
Featuring a blend of vivid, fantastical imagery and powerful, evocative messaging (in both short and long form), the campaign emphasizes the importance of building an everlasting legacy in an eternal land.
Under the direction of Motty Landau, Creative Director of Nobody.Works & Ptex Group, in conjunction with the Jerusalem Estates marketing team, and Israeli branding and advertising agency Front, the campaign was executed on multiple continents and utilized some of the most renowned creative artists in the world.
Following a rigorous casting process, acclaimed photographers Zoe Berkovic, Chaim Schvarcz, and the Ptex Group team flew in to Israel for a week-long photo shoot, capturing authentic family moments and scenes both onsite at the Jerusalem Estates model apartment and at iconic locations throughout Yerushalayim.
An additional photo shoot was conducted in the U.S., under the direction of Landau and world-renowned Erik Almas, an award-winning photographer and post-production artist based in San Francisco, CA. Erik’s unique work has been featured in international campaigns for some of the world’s top brands, including Nike, Toyota, HSBC Bank, Ritz Carlton, and now Jerusalem Estates.
Each ad strikes a balance between poetic and practical, subtly featuring the physical luxury of Jerusalem Estates as the setting, the catalyst, for building one’s legacy. The ubiquitous campaign will officially launch this week, and will run for the duration of 2019, on both print and digital mediums.
“A campaign of this magnitude is somewhat of a black swan event in this industry,” said Landau. “The incredible results are the product of a collaboration of nearly 100 people with the shared belief that advertising shouldn’t be about ‘making noise’, but about speaking intelligently, emotionally, and purposefully. Really connecting with people’s hearts.”
Take a peek behind the curtain and see some of the extraordinary work that will be displayed in the coming months.
Wishing you a joyous Adar and a Freilichen Purim,
The Jerusalem Estates Team
Illustrations: Studio Aiko
Creative Direction: Motty Landau
Design: Miriam Pluckzenik
Narrative & Copy: Shlomo Grossman
Photo + Coordination Chaim Schvarcz
New York Agencies: Ptex Group Nobody.Works
Israel Agency: Front
