Creatives spend a lot of time working on the day-to-day briefs of their agency and less time thinking about briefs with real creative potential that can win awards. In order to make them more time we created a series of ads and a website with all the essential information needed to get rid of day-to-day briefs as fast as possible, from clichés copy lines and product promises to hand-drawn visuals. The website featured a 'Creative Machine' that could generate a rough sketch within seconds, which then they could print or send to the account executive, thus making time for themselves to work on award-winning ads.

Creatives spend a lot of time working on the day-to-day briefs of their agency and less time thinking about briefs with real creative potential that can win awards. In order to make them more time we created a series of ads and a website with all the essential information needed to get rid of day-to-day briefs as fast as possible, from clichéd copy lines and product promises to hand-drawn visuals.The website featured a 'Creative Machine' that could generate a rough sketch within seconds, which then they could print or send to the account executive, thus making time for themselves to work on award-winning ads

The campaign became the talk of the day among hundreds of cynical and critical creatives that have seen everything. Thousands of people from the Israeli marketing and advertising industry entered the website, used the Creative Machine, created thousands of sketches for ads, sent them to the account executives or shared them on Facebook. It's hard to admit but our greatest accomplishment is that we succeeded in keeping the same amount of submissions to the competition and agencies participating, in spite of the tough economic year, the cuts and dismissals at advertisers and advertising agencies, all of that considering the fact that every submission costs US$4,000.