Rosh Hashanah (The Jewish New Year) is just around the corner, a perfect time for family members to reunite and spend wonderful moments together, around the table. There are a lot of traditions that accompany this holiday, but there’s one which stands out especially because it is present both in the New Year ceremony and during other holidays. Before enjoying the festive meal, it’s customary for the Kiddush blessing to be recited over the wine. So, you see, this drink plays a huge role in the lives of these people.
Grape-growing and wine-making were common practices amongst Israeli people, the art of winemaking being a recurrent theme throughout the Bible and Talmud. It is no wonder to see that, for them, wine is a symbol of happiness that deserves to be blessed during different Jewish ceremonies.
But as the ‘grape juice’ takes center stage throughout this ceremony so are the unwelcoming accidents, such as wine spilling. And you put your most fancy tablecloth on your table. Uh, we all know how frustrating it is to take a wine stain out of fabric. Not impossible, but it does require hard work.
It is not only you, the host, who goes through this uncomfortable experience. Sure, you can calm yourself down at the thought that “the washing machine will get it right out,” but you also have to deal with your guests, who have unleashed total chaos at the table in an attempt to blur the visibility of the wine stain.
Such unpleasant situations can be avoided so that you and your guests can really enjoy the New Year. Via a partnership between the Galil Mountain Winery, creative agency Leo Burnett Israel, and Hameshakem — a chain of small production factories spread out over various locations throughout the country which provides employment for people with disabilities — Jewish people can turn their attention to the ceremony only, without caring that the wine was unwillingly spilled on the table.
Together, they came up with the “Drop of Goodness,” a festive wine gift box that captures the essence of the festivities, hosting inside a bottle of wine and a tablecloth. The textile material comes in several colors that blend perfectly with those of the wines. “Whether you are drinking a Merlot, a Cabernet Sauvignon or a Syrah, we have developed the perfect tablecloth in that very exact Winetone. So that this year when you pour your guests wine, and that lost drop creates a stain, you really won’t care,” states the press release. The tablecloths were created in a special factory, where people with impairments were hired to work on them.
There is one week left until the celebration of the Jewish New Year, so you still have plenty of time to put all the details in order. And if you consider that a wine stain is a detail you can’t ignore, then the winery’s suggestion might come in handy!
Shanah Tovah to all of you!
Client: Galil Mountain Winery
Agency: Leo Burnett Israel
CEO: Ori Gal
CCO: Ami Alush
VP Client Services: Yonatan Regev
Creative Director: Oren Ben Naim
Art Director: Olga Vorobieva
Agency producer: Menny Zarhia, Ron Ofer
Account supervisor: Ziv Abuhasira
Account Manager: Idan Sulimani
Marcom: Eva Hasson
Photography: Menachem Reiss, Geva Talmor
Post Production: Guttman studio