Great ideas are the bread and butter of the advertising industry, but what separates a great idea on paper and an excellent campaign can be summarized in one word – yalla.

Yalla is a common slang word used in Israel that means “make it happen”, but for BBR Saatchi & Saatchi Tel Aviv it means more than that. It represents an attitude and an ethos that inspires the agency to do things differently. Even if a client asks for something ordinary, the team applies yalla and shows how this can be turned into something extraordinary – even something revolutionary.

The spirit of yalla has brought about many successes for BBR Saatchi & Saatchi. They won five gold Lions at this year’s prestigious Cannes Lions International Festival of Creativity for ‘Blood Relations’, a campaign that brought together bereaved Palestinian and Israeli families from the Parents Circle Families Forum to donate blood alongside each other.

For BBR Saatchi & Saatchi, yalla embodies a spirit and mantra that not only permeates their work, but brings the team together to show that truly, Nothing Is Impossible.

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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