We are thrilled to launch the campaign ‘XieXie Shanghai’ that ARMA Media produced for the Israeli Consulate General in Shanghai and for the Israeli Ministry of Foreign Affairs. The video we produced for the campaign tells the story of over 20,000 Jews who fled Nazi occupied Europe during WWII to find shelter in Shanghai. To mark 70 years to the end of WWII, the campaign features Israelis saying thank you to Shanghai and thank you to the Chinese people for their friendship and hospitality.
Among the Israelis that are featured in the film are Prime Minister Benjamin Netanyahu, former refugees who grew up in Shanghai, Mayor of Haifa (sister city to Shanghai) Yona Yahav, Nobel Prize Laureate Prof. Robert J. (Yisrael) Aumann, magician Hezi Din, high tech professionals, students and artists. You can imagine how amazing it was to capture the stories of the refugees, meet grateful people all over Israel and create a video about that time in history with a modern touch.
To meet the right and widest target, we selected cooperation with high profile channels as professional National TV channels. To engage more target audiences and enhance awareness, we asked Chinese people to post reply videos with texts saying ‘You are Welcome’ on their social media. Together with the video, images and background information, these reply videos were posted on the special designed microsite xiexieshanghai.arma.tv