Shorashim Deliverance McCann Digital Tel Aviv Public Service 2014
Shorashim's 'Deliverance' is a digital public-interest campaign created by McCann Digital, Tel Aviv, published in Israel in September 2014, comprising a single media asset designed to communicate a socially motivated message to an Israeli audience.
Shorashim, an Israeli organisation working in the social welfare space, partnered with McCann Digital Tel Aviv on a pro-bono basis during 2014 and 2015. The 'Deliverance' campaign represents one instalment within a broader creative relationship between the two organisations, a relationship that produced at least two other documented campaigns across this period. The campaign was classified under the public interest industry category, situating it within a category of communications that prioritises civic, humanitarian, or social objectives over commercial imperatives.
In Israel, the digital media landscape of 2014 was evolving rapidly, with organisations increasingly turning to online channels to reach socially engaged audiences without the cost burden of traditional broadcast or print placements. For a pro-bono public-interest campaign such as 'Deliverance', the digital medium offered both reach and precision. The single-asset format is a deliberate constraint rather than a limitation, concentrating creative intent into one concentrated execution rather than dispersing it across multiple touchpoints. The campaign carries a Clapboard Score of 57 out of 100.
The creative team responsible for 'Deliverance' included Chief Creative Officer Ami Alush, art director and designer Moran Kal, and copywriters Danna Blum, Tal Schweiger, and Ido Mymon. The campaign was submitted to international advertising archives and remains part of the documented creative output of McCann Digital's Tel Aviv operation for the 2014 calendar year.
Shorashim engaged McCann Digital Tel Aviv on a pro-bono basis across a multi-year creative relationship. This arrangement reflects a wider pattern in the Israeli advertising market, where agencies of record provide creative services to social organisations in exchange for the creative latitude and reputational value that purpose-driven work affords.
The Israeli digital advertising and social communications sector in 2014 was competitive and inventive. A direct point of creative comparison is the Israel AIDS Task Force campaign 'The Tinder AIDS Project', produced in January 2014 by Great Interactive, also based in Tel Aviv. That campaign used the dating platform Tinder to raise awareness around sexual health, demonstrating the appetite among Israeli nonprofits and public-interest bodies for digital-native creative thinking. A second reference point is 'Kidnapped', a 2014 public-interest campaign by BBDO Tel Aviv for the Israel Cancer Association, which similarly deployed digital formats for socially urgent messaging. Both campaigns illustrate the competitive creative environment in which 'Deliverance' appeared.
According to Infobel Pro, the Israeli advertising and marketing services sector supports a substantial number of active agencies, with Tel Aviv functioning as the country's creative hub. McCann's Tel Aviv operation, operating as McCann Digital, positioned itself within this market through a combination of commercial and pro-bono work. The Shorashim relationship corroborated by a separate agency-profile listing, as noted by adruby.com, underscores the agency's consistent engagement with cause-led clients during this period. The strategic rationale for a single-asset digital campaign in this context is clarity: in a crowded information environment, one precise creative statement often travels further than a fragmented multi-channel effort.
Chief Creative Officer Ami Alush led the creative team on 'Deliverance', with art direction and design handled by Moran Kal, and copy responsibilities shared among Danna Blum, Tal Schweiger, and Ido Mymon. This distribution of creative labour across a named CCO, a dedicated art director-designer, and three copywriters suggests a campaign in which language and visual construction were treated as equally weighted disciplines rather than subordinate to one another.
The campaign's documentary orientation is a defining creative choice. In the public interest category, the documentary register carries specific rhetorical weight: it signals authenticity, resists the glossiness associated with commercial advertising, and asks audiences to engage with material that is meant to inform or move rather than simply persuade. For an Israeli audience in 2014, a documentary digital format would have carried particular resonance given the country's active civic media culture and the familiarity of Israeli audiences with issue-driven visual storytelling.
The single-asset format demands that every element of the execution performs multiple functions simultaneously. Where a campaign with several executions can distribute its storytelling across a sequence, a single asset must establish context, build emotional investment, and deliver a payoff within a unified frame. Moran Kal's design and art direction work carries the burden of establishing the visual world of the campaign, while the copywriting team's collective contribution shapes the linguistic register that anchors the piece's meaning. The campaign sits within a lineage of Shorashim and McCann Digital collaborations, including the earlier 'Roots' campaign of February 2013 — which, as reported by adruby.com, featured Israeli models wearing vintage clothing donated by elderly Shorashim beneficiaries and generated funding for a reported number of holiday meals — suggesting a creative partnership comfortable with both visual and narrative experimentation.
No verified performance data for 'Deliverance' is publicly available. No confirmed records appear in the Cannes Lions, Effie Awards, The One Show, D&AD, Clio Awards, Webby Awards, or WARC Awards databases, and McCann's own awards documentation for 2014 campaigns does not list 'Deliverance' or Shorashim, as noted by Mccann Rs. No published business results covering donations, awareness lift, reach, or audience engagement have been located through warc.com or other verifiable trade sources.
Structural analysis provides an alternative frame for assessment. A pro-bono single-asset digital campaign operating in the public interest category in Israel in 2014 is not primarily optimised for measurable commercial return. Its effectiveness is better evaluated against its capacity to advance Shorashim's organisational objectives — building awareness of the organisation's work, deepening existing supporter relationships, and demonstrating creative ambition within a resource-constrained environment. By these standards, the involvement of a senior creative team including a named chief creative officer and three copywriters signals a genuine investment of creative capital, not a minimal-effort obligation.
The campaign's Clapboard Score of 57 out of 100 reflects a solid but not exceptional archival standing. Within the broader McCann Digital and Shorashim collaboration, 'Deliverance' occupies a middle chapter — following the documented success of the 2013 'Roots' campaign and preceding the October 2014 'Take Out – Help Out' initiative — which suggests it formed part of an iterative creative strategy rather than a standalone gesture.
'Deliverance' is a digital public-interest campaign created by McCann Digital Tel Aviv for Shorashim in September 2014 in Israel. It comprises a single media asset and belongs to the public interest category. The campaign formed part of a pro-bono creative relationship between Shorashim and McCann Digital that ran from 2014 into 2015.
Chief Creative Officer Ami Alush led the 'Deliverance' campaign at McCann Digital Tel Aviv. Art direction and design were handled by Moran Kal, with copywriting shared across Danna Blum, Tal Schweiger, and Ido Mymon. The campaign was produced under a pro-bono arrangement between McCann Digital and Shorashim during 2014 and 2015.
No verified award records for 'Deliverance' exist across Cannes Lions, Effie Awards, The One Show, D&AD, Clio Awards, Webby Awards, or WARC Awards. McCann's own 2014 awards documentation does not list the campaign or Shorashim. The campaign carries a Clapboard Score of 57 out of 100, reflecting a solid but not exceptional archival standing.
McCann Digital Tel Aviv created at least two other documented campaigns for Shorashim. The 2013 'Roots' campaign used vintage clothing donated by elderly beneficiaries and reportedly funded a significant number of holiday meals, as reported by adruby.com. A subsequent campaign, 'Take Out – Help Out', followed in October 2014 as the next instalment in the collaboration.
Shorashim and McCann Digital chose the single-asset digital format to concentrate creative intent into one precise execution rather than dispersing it across multiple touchpoints. In Israel's competitive digital landscape of 2014, this approach allowed a pro-bono public-interest campaign to maximise clarity and impact within a resource-constrained environment typical of social sector communications.
The Clapboard Score for 'Deliverance' is 57 out of 100. This score reflects the campaign's archival standing on the Clapboard platform, accounting for factors including creative merit, contextual significance, and documented impact. A score of 57 indicates a solid entry within the public interest category without reaching the upper tier of recognised campaigns.
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