Cannes Recognizes Campaign for Israeli MIAs

An Israeli P.R. firm's campaign for MIAs won a Golden Lion award at an international advertising festival in Cannes. The LA Times explains how a subsidiary of Shalmor-Avnon-Amichay agency won the equivalent of an advertising Oscar:

The campaign called for a five-minute Internet blackout on the first anniversary of the kidnappings. More than 400 Israeli websites complied and on July 12 at 9:05 a.m. -- the exact hour of the blast that had killed three soldiers and injured another three, including Ehud Goldwasser and Eldad Regev, who were kidnapped -- shut down and posted a Web page with the message "the soldiers cannot be found," designed like the universal "page cannot be found" message one gets when loading an inactive website. Television and radio stations stopped broadcasting, too, to participate in what became an Internet equivalent of the minutes of silence observed on somber commemoration days in Israel.

The image from their campaign should jog your memory.