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Master Last 6

basics
Industry: Electronics & Audio-Visual
Media:TV & Cinema
Market:Israel
Style: Minimalism
descriptioncnen
CONNECTING THE UNCONNECTED -
LG BRINGS TECHNOLOGY TO AN ULTRA-ORTHODOX COMMUNITY FOR THE FIRST TIME BY REINVENTING AN ANCIENT MEDIUM

The Pashkevil is a 500-year-old communication medium that substitutes the ‘evil’ internet in conservative Jewish sects, but it creates big problems - from environmental pollution to delays in important updates.
LG digitized the Pashkevil by using its perfect black OLED TV screens in a way that was naturally received by the orthodox community and created a new medium that brings old and new together. Oh, and it’s even Kosher!

Bnei Brak is Israel’s ultra-orthodox city, home to Haredi community - the most strictly orthodox Jewish stream.

The Haredis lives revolve around religious practice. To preserve their modesty, they segregate themselves from modern society and reject the use of television, smartphones and mostly - the Internet, which was publically banned by leading rabbis.

So, how do they stay connected without using the Internet? The Haredi community’s main form of media is the 500-years-old ‘Pashkevil’ - printed posters through which they find out about important events, such as funerals, bans, and pressing issues. Walking through Haredi neighborhoods, Pashkevil boards are everywhere - it’s basically the community’s printed Facebook feed.

However, Pashkevils have huge problems: their manufacturing process is pollutive and wasteful of paper, and on top of that, the Pashkevil’s journey to actually being placed on Pashkevil boards is long and could even take days - which makes these announcements irrelevant.

When thinking, ‘what can we do to make this situation better?’, LG realized they had the solution hanging in front of them all along - their most-advanced LG OLED TV screens are nearly paper thin, and produce a perfect black that truly makes images seem real.

So, LG invented ״THE DIGITAL PASHKEVIL״ -
OLED TV screens that were installed on Pashkevil boards across Bnei Brak, and delivered important information to the Haredi community within seconds of its reception, by connecting the community messaging centers directly to the Digital Pashkevils.
LG created a filtered internet system approved by Bnei Brak Rabbis, that made sure the messages transferred to the Digital Pashkevils were up to the community’s codes and beliefs - practically turning it into the Haredi community’s Kosher internet!

The Digital Pashkevils were up on the streets of Bnei Brak during November 2017 and were accepted with mixed reaction - from people who were afraid of being “infected” with secular messages to those who were happy to see the community progress and get their information in a quicker, simpler way. Overall, The Digital Pashkevil’s width and perfect contrast made it easy for the community to accept the change, and one thing was agreed upon - this new medium will keep them more up to date than ever before. L’chaim!
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Other credit:Creative & Production: Gefen Team
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