A multi-platform, LinkedIn-first campaign launched in January 2026, combining original video production and an AI-driven storytelling tool to reframe junior recruitment through the personal stories of industry leaders.
Place-IL works to integrate junior talent from underrepresented communities into the Israeli high-tech industry.
The campaign aimed to position junior recruitment as a relevant and practical hiring channel, highlighting Place-IL as the bridge between available talent and industry needs.
Beyond the organizational challenge, the campaign faced a broader marketing reality. In a media environment saturated with emotionally charged news, audiences are increasingly indifferent.
The challenge was to cut through that noise and engage people around a social cause — without leaning on sentiment or moral pressure.
To reach decision-makers at the top of the industry, we shifted the focus away from juniors and toward those who once were.
The campaign was built around a simple insight: every successful career starts with a first chance - and with someone who chose to give it.
Chance Givers reframed junior recruitment through personal memory, positioning senior leaders not as gatekeepers, but as part of the same story they once began
Strategy & Creative
Libby Tishler & Rotem Amor
Visual language
Imry Geffen
Graphic Animation
Theodor Vojik
Video production
Forfera Video
Video Creative & Director
Or Ben David
DOP
Ben Levy
CEO
Shlomit Almog
Head of Operation & Program Enrollment
Libat Davidov Karsh
Tech Lead & South Project Manager
Liraz Golan
Social
Tal Havusha Barak
The campaign was designed primarily for LinkedIn, where senior industry voices already operate and influence hiring culture. We produced a series of short films featuring the campaign’s central figures, and distributed them across social channels with a clear focus on LinkedIn.
Alongside the films, we launched an AI-based bot that helped participants write about their own first chance and place their story within a consistent visual template.
This created a ripple effect across the network - with professionals sharing personal posts, often paired with photos from early in their careers, turning individual memories into a collective narrative around opportunity and access.
