‘Gali’S hoe Chain/ “Gali`s Gali”

• Background: the entry of new global players to the Israeli footwear market.
• The challenge: to implement via media the values and identity of an “all Israeli” chain, offering a wide range of fashionable, branded footwear.
• The solution: position the chain through Israeli characteristics and create differentiation by personification and presenting “real” people named Gali.
• The message: “Each Israeli finds himself in Gali, Israel`s footwear chain”
• Results: an excellent year, with excellent business results, as well as a high raning on “the most remembered and loved commercials” list for a long period of time, even when the campaign was off the air