dhruv nanda
cd/copywriter
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bubbe's apps

Agency: OBERLAND

Introduction:
American Friends of Hebrew University funds high tech research at the Hebrew University in Israel. They tasked us to come up with a campaign to attract a younger audience to support the work at the Hebrew University

Idea:
Everyone loves their bubbe, so we created a High-Tech Bubbe character to draw attention to the work at the University.

Introducing Jewish-Americans to the Hebrew University, with a character called, “Bubbe”.

Bubbe got press where donors are.

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Bubbe garnered over 2M views organically.

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Bubbe became shorty comedy awards finalist.

Bubbe helped OBERLAND win AdAge Small Agency (Gold).

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If you’re still here, you’re getting your cheek pinched, and some more bubbe.

This campaign was made at OBERLAND. We pitched and won the business in 2016. I was the lead writer on the campaign, co-director, and the creator of the Bubbe character. Fun fact: “Bubbe” is Barbara O’Malley, and she is Irish, not Jewish. Whoops.