BBR Saatchi & Saatchi Tel Aviv have applied to the Guinness Book of Records for having created the world’s largest dress. The 100 square meter garment appears on a huge billboard in Tel Aviv, part of a campaign for a new fly-on-the-wall documentary showing on HOT cable TV. The series, called ‘Connected’, follows the private lives of five different women, who document every detail of their daily routine with hand-held video cameras. Wiewers can watch all of the footage live, 24 hours a day. The 6-storey high wall billboard features the cast of the show in full size, with the main character wearing the record-breaking dress which reveals all to passersby below – just as the the show promises to ‘expose everything’.

Advertising Agency: BBR Saatchi & Saatchi, Tel Aviv, Israel
Executive Creative Director: Yoram Levi
Art Director: Udi Ovadia
Copywriter: Yoad Mick
Account manager: Yael Ron
Account supervisor: Sigal Tzur
Account executive: Nataly Ziv