BRAND
American Technion Society
PROJECT
What If
Campaign Extension
ROLE
Lead Designer & Creative Strategist
Background
Originally developed by Bandujo Advertising + Design, What If launched as a bold awareness campaign that invited audiences to imagine what might be possible through Technion innovation. The creative challenged viewers to think differently about science, philanthropy, and Israel’s global impact.
After the campaign’s successful launch, our in-house creative team at the American Technion Society was tasked with leading its next phase. The goal was to maintain the campaign’s curiosity-driven tone while building stronger connections to giving, digital engagement, and measurable outcomes.
Need
The first iteration of What If raised awareness but offered few ways for supporters to take meaningful action. We set out to close that gap by evolving the creative from a high-level brand story into an experience that encouraged participation.
We wanted audiences not only to be inspired by the Technion’s discoveries, but to feel personally involved in making them possible.
Impact
We expanded the campaign messaging to connect Technion research with everyday relevance, linking scientific progress to real issues that mattered to our donor community. Each creative variation highlighted how Technion discoveries influence daily life, from breakthroughs in healthcare and sustainability to emerging technology, education, and Israel’s security and resilience in rebuilding a nation during wartime.
The visual system evolved for digital performance. Print concepts were reimagined for motion and interactive formats that worked across Meta, Google, and programmatic channels. Copy and imagery were refined for accessibility, mobile optimization, and a cohesive brand presence. The creative direction maintained the campaign’s optimistic tone while making its message more immediate, relatable, and actionable.
Creative Execution
I partnered with the writing and digital teams to reimagine What If as a modular campaign system that could flex across digital channels and adapt to different audience segments. Together, we developed new ad concepts, landing pages, and retargeting flows that linked inspiration with tangible next steps.
We streamlined calls to action, refined messaging for clarity, and designed creative variations for A/B testing across Meta, Google, and Jewish media outlets. Each piece connected visual storytelling with measurable intent, guiding users from curiosity to conversion.
Results & Impact
In the first three months, with a reduced budget compared to the original launch, the expanded campaign achieved:
Over 2 million impressions across Meta, Google, and programmatic channels
1,856 clicks and 546 new email sign-ups, averaging a CPA of $17.42
Meta as the leading source of conversions, with 389 sign-ups at $12.64 CPA
Email retargeting creative that converted at rates above 50%
The campaign outperformed previous benchmarks while deepening audience trust and long-term engagement.
Insights
Transitioning from print to digital reframed What If as an evolving storytelling platform rather than a static campaign. By pairing strong creative systems with data-led optimization, we proved that emotionally intelligent creative can both inspire and convert.
Future iterations will continue to explore interactive content and short-form storytelling to further connect Technion breakthroughs with donor participation.
CREDITS
Co-lead, strategy: Dorit Rabbani (ATS)
Writing: Ronni Strongin (ATS)
Design Assistant: Ben Huh (ATS)
Digital ads: AB Data & JMG
Original concept: Bandujo
Original media agency: Venus Media