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JDate: Someone to Zip You Up

For Tu B'av – the Jewish Valentine's Day – Israeli JDate wanted to come up with a campaign, targeting the single ladies of Tel Aviv. Our insight: There’s only one thing women can’t do alone – zip up. Two weeks before Love Day, we got into all of Mango stores in Tel Aviv and added a JDate tag to every dress with a back zipper. Women could pull the tags to zip up in the fitting room, and more importantly – got one month of free subscription to JDate, so they could finally find someone to zip them up.

Advertising Agency: Mccann Erickson, Tel Aviv, Israel
VP Creative: Eldad Weinberger
Creative Director: Shahar Filer
Copywriter: Sahar Lewenstein
Art Director: Maayan Froind
VP Accounts: Ifat Wieder-Arad, Hagar Barzilai
Account Director: Shai Almagor
Account Supervisor: Tal Pe’er
Account Managers: Matan Kaplan, Lee Spungin
Published: July 2010

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14 comments

Guest's picture
Guest

Great campaign.Great Insight

Guest's picture
Guest

Wouldn't J-date just be a regular dating website in Israel?

Shadow Ops's picture
Shadow Ops
150 pencils

Nice ambient idea.

Let's keep advertising fun

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Nice idea indeed but I don't know if it's really a problem for woman.

Guest's picture
Guest

It is. I live by myself, and I have to tie a string to my dress's zipper to pull it up all the way.

CUTIEPIE's picture
CUTIEPIE
347 pencils

So now what are you telling men they need a woman for? Hahaha, i think its cute, nice idea! And it worked so that makes it ok, right?!

squareminded's picture
squareminded
20 pencils

Great work!...

wkkesling's picture
wkkesling
97 pencils

I think the timing of this campaign, when it was launched, was perfect. This looks like it was well designed an thought through. How much did they have to pay that company to place the tags?

N17's picture
N17
387 pencils

nice work!
keep it going

Hiperion's picture
Hiperion
3138 pencils

Simply brilliant for every detail.
10/10

brookjohnston's picture
brookjohnston
296 pencils

One could argue that the message here is a little confusing. They’re trying to say, “You really need a man to be complete”, whereas the useful zipper device really says “A strategically placed tag eradicates the only existing use for a male companion”.

But that's admittedly over analyzing it. Great work!

ERROR404's picture
ERROR404
770 pencils

cheesy but nice though :D

Guest's picture
Guest

Purely genius :)

velle's picture
velle
1550 pencils

This is really, really good on so many levels

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