Objective: Promoting Be'er Sheva's summer events
What happens if you keep driving south on Highway 40? It’s long been an unsolved mystery for many Israelis. But no longer! During the summer, the typically quiet southern city of Be’er Sheva transforms into a vibrant hub for events and concerts that make it well worth a little geographical exploration. To promote these events, we developed an animated TV campaign that showed how Be’er Sheva during the day is nothing like Be’er Sheva at night.