The Challenge

By day, the Ramat Gan Exchange enjoys all the advantages of one of Israel’s most central and accessible business districts. Its location, infrastructure, and high-quality daytime population position it as a prime commercial hub with the potential to evolve into a leading residential and leisure destination as well.
Yet after dark, a different reality emerged: crime, illicit activity, and a reputation that discouraged people from staying. The gap between the Exchange by day and the Exchange by night created a deep disconnect that prevented the area from developing into a complete urban environment.

Over the past decade, various attempts were made to change the district through localized initiatives and planning efforts, but without a holistic shift in perception, its image remained largely unchanged. The real challenge was not physical renewal, but a fundamental change in mindset — transforming the Exchange from a functional business zone into a vibrant, international, and aspirational urban destination.

Once a symbol of economic power by day and urban neglect by night, the goal was to redefine the Exchange as a leading district that seamlessly integrates business, living, culture, and nightlife, setting a new benchmark for mixed-use development in Israel.

Branding Goals

• To reposition the city of Ramat Gan in general, and the Diamond Exchange district in particular, as a desirable place to live.

• To launch the most ambitious and complex mixed-use development ever built in Ramat Gan, and accelerate the sale and leasing of thousands of new square meters.

• To create a mixed-use brand that functions simultaneously as a residential, office, and retail brand, built around an integrated lifestyle concept.

• To increase the price per square meter by approximately 20% above the city average.

The Solution

At the core of the concept, we created a parallel world — a vision of Ramat Gan in 2025. A futuristic, young, and bold world that challenges the dominance of the “White City” (Tel Aviv) and introduces a new reality to the Greater Tel Aviv metropolitan area.
By leveraging the fact that Ramat Gan transforms at night into an international-looking metropolis, and that the building’s architecture creates a new icon on the city skyline, we built a groundbreaking brand that offers a new urban way of life.
“There are rare moments when a true urban revolution takes place — one that defines a new lifestyle, changes the way people live, work, and spend their time, and shapes the urban future of the entire metropolis.”
(From the marketing materials)

Brand Story

For people who feel the time has come for change — who want to experience life to the fullest, who live and breathe the urban atmosphere.
People addicted to rhythm, to constant energy, to the pace of the city.
People drawn to intense nightlife, to urban passion, to those who want to feel the city’s pulse up close — without compromising on the highest standards of design and quality.
For people who expect more from life. Much more.

The Brand Promise –
urban revolution of
Ramat Gan is underway.

The decision to use creative materials focused on the district’s nighttime hours was intended to create a fresh, contemporary point of view, distinct from all competing creative outputs.

This approach highlights a different narrative — one in which the district’s creative products shine precisely after dark — helping to gradually reposition the area from a place that shuts down in the evening into a vibrant urban center that never sleeps, 24/7.

The Campaign

We were looking for a campaign lead who would express the feeling of “the next big thing” and represent, in our view, a young, international, and bold lifestyle that is destined to characterize the project.
We identified Noga Erez just moments before she became the most successful Israeli indie artist in the world. Noga’s persona tells the story of fundamental change, achieved by introducing a FRESH, contemporary element that aligns with the spirit of the times and the future to come.

The entire commercial was filmed in Ramat Gan, to the surprise of many who thought it had been shot abroad. The theme songs “EXCHANGE” and “YOUR STATE OF MIND” dominated the advertising scene, generated enormous demand, and led to the sale of more than 150 apartments within three months—at unprecedented prices for Ramat Gan.