Background
The Israel Broadcast Authority is responsible for broadcasting content through the various radio, television, and Internet media channels. When the Olympics had arrived, it provided the opportunity for Channel One to display the use of its HD technology live, which was used in broadcasts.

Our Challenge and Solution 
The Broadcast Authority was perceived as a tired company that lacks freshness and innovation. The use of the new HD technology together with the advertising promise that had eventually materialized, had led to an interesting campaign that attracted a multitude of new viewers.