To position HOT as the cable TV network with the best shows and the hottest stars, BBR Saatchi & Saatchi Tel Aviv created a 140 meter long magnetic billboard, onto which it attached over 6,000 cut-outs of entertainment celebrities.
The public was invited to peel off the cut-outs, which they did with great enthusiasm: the entire display was stripped bare within 2 hours of launch, and was consequently restocked several times.
