Leumi’s campaign tops ad recall as Bank Hapoalim wins affection

During the war, Bank Leumi rolled out a series of campaigns aimed at different groups in Israeli society, including farmers, high school students, senior citizens, and concert fans who missed Independence Day celebrations. Its newest effort is for another younger audience, boys and girls approaching bar and bat mitzvah age from frontline communities who were unable to celebrate as planned. The bank is offering free summer camps for eligible children near Haifa. The campaign, branded “Shnat HaMitzvah” or “Mitzvah Year,” features presenter Gal Toren speaking on Zoom with children from Kiryat Shmona, Shlomi, Kibbutz Yiftach and Neve Ziv about their disrupted plans. Although it is more of a content film than a traditional ad, it ranks first in weekly ad recall.