In effort to recruit experienced personnel, we at McCann Digital sent the Israeli advertising industry a wake up call, stating that the advertising world as they know it had become extinct. Local and International advertising tycoons were displayed as dinosaurs and classical media (TV, newspapers, radio) were displayed in a museum as ancient artefacts of an extinct culture.The campaign warned industry employees of becoming extinct and offered that they save themselves by sending their CV's to McCann Digital. Results were excellent with hundreds of CV's sent to our offices and a massive buzz was created.