Background 
The Israel Broadcast Authority is responsible for broadcasting content through the various radio, television, and Internet media channels. As part of the transitional process into new broadcasting technologies, the decision was made to come out with a campaign publicizing the new schedule.

The Challenge
The Broadcast Authority was perceived as a tired company that lacks freshness and innovation. How then can we advertise the programs that are truly interesting in the most compelling way, while keeping with the network’s position of being one that is valued and respected?

Our Solution
We have chosen to highlight the program using prominent, colorful, multi-faceted images that capture the channel surfer and call him to action, that is, watching Channel One.