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The Challenge

Improving the image of taking a vacation in Israel

The Ministry of Tourism wanted to raise Israelis' awareness of the vacation possibilities within Israel—especially in contrast to staying at home or vacationing abroad. To this end, Open sought to create a contemporary and appealing emotional brand identity and language that promoted vacationing in Israel. 


The Solution

Open’s new branding revives the mythic symbol of the biblical spies carrying clusters of grapes, and sending Israelis to experience the ultimate yet unexpected Israeli vacation. The spies, who become minimalistic, colorful icons—full of humor—come and go in unpredictable ways, carrying various items on their shoulders associated with the world of vacationing in Israel. 



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