התקופה: אמצע-סוף שנות התשעים. ואני בונה מותג חדש לחברת אינטרנט ישראלית.
ומכיוון שהפריצה לשוק הפרטי עם מוצר כל-כך טכני היתה אתגר – החלטנו לבנות מותג פשוט, נגיש, ידידותי, בגובה העיניים.
כדי שיהיה ידידותי, עיצבתי לוגו שבנוי מ״סמיילי מחייך״ (באותם ימים, לפני עידן הווטסאפ והאימוג׳ים, עוד לא היו סמיילי בוכה, סמיילי עצוב, סמיילי מופתע, סמיילי מתלבט, וכו׳… הסמיילי (-: היה תמיד מחייך) ובחרתי למותג את הצבע הצהוב – צבע בסיס בולט, מואר ושמח (למול צבעי המתחרים – כחול ואדום).
רצינו לבנות קמפיין נגיש, מחויך וקליל. בחרנו את הסיסמה ״גולשים עם חיוך״ (סמיילי = חיוך. הבנתם?), והחלטנו לתת הזדמנות לקומיקאית צעירה ומתחילה, סטנדאפיסיטית אחת בשם עדי אשכנזי, שתהיה הפרזנטורית של המותג.
ומשם – הכל היסטוריה.
לימים, שידרגנו את המיתוג והחברה הפכה ל-Smile. כעבור מספר שנים התמזגה עם חברת 012 ונעלמה…
הנה שלושה סרטונים מתוך אחד הקמפיינים.
אגב – אם תצפו (ותקשיבו) עד הסוף, הצעקה שם בסוף (יהייייייי) – זה אני.
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