The 'Israeli Friday Association' has set to revive tradition among the secular public in Israel, but since Israeli society is typically split into religious and secular, we knew it would be a tough mission.

We chose to focus on creating a conversation, and tried to give the public a subject to talk, discuss and even fight about, or in other words: bring the old tradition back to the agenda, based on PR work.

So, in order to generate buzz, we launched a very provocative billboard and TV campaign, asking WHO IS A REAL ISRAELI? Suggesting that the ‘real one’ are only the ones performing Kiddush (a religious ceremony performed on Friday evening).

We knew the campaign would be effective only if it would get the appropriated attention and reaction from the media and the public, but we were amazed to see how far it went.

Apart from the unbelievable buzz, the countless virtual comments and the 2,500,000 NIS earned media (which was almost equal to the cost of the campaign), 90,000 secular people declared they started performing Kiddush after the campaign was over.

The billboard campaign was aired first. After a week, the TV commercial, with an even more provocative message was aired, and comments started to pop up both on traditional media, (TV shows, newspapers articles and op-eds, radio shows ect.) and all over the social media, especially on the 'Israeli Friday Association's' facebook page (where the commercials were leading to).

When we comprehended the intensity of the response the campaign gained, we hired a PR company to deal with comments, and we created a Facebook application in order to route the hundreds of spontaneous memes people created, and manage them under the campaign's umbrella.

Primary goal was definitely achieved: 90,000 secular people declared they started performing Kiddush, after the campaign was over (according to a survey), a 14% increase!

Secondary goal was achieved beyond any expectations:

• 2,500,000 NIS earned media

• 10,000 fans on the association's Facebook page in just one week.

(75% of which joined without page promotion)

• Average of 202 'comments' to each post

• Average of 386 'likes' for each post

• Average of 34 'shares' for each post

• Hundreds of memes and spoofs

• 38,000 views of commercial on YouTube

(70% watched throughout the video)