‘Bread’ Campaign Honored for Argentina Bombing

Justice and Memory: Candles burn at a memorial to the 85 victims of the 1994 terror bombing of a Jewish center in Buenos Aires, Argentina. Image by getty images

By JTA November 11, 2012

The “Bread of Memory” campaign to commemorate the 1994 bomb attack on the AMIA Jewish Center in Buenos Aires won the Yahoo! Big Idea Chair Award.

The award to Ogilvy & Mather Argentina, which developed the campaign, was announced by Yahoo! Argentina on Nov. 9.

The campaign launched on July 2012 to commemorate the bombing featured Food Factory chef Tomas Kalika sharing his bread recipe, which is said to contain ingredients that help improve memory. The recipe for the “bread of memory” and the names of the victims of the attack appeared on a website which went viral. The special bread recipe was distributed through social media, radio, TV, newspapers and magazines.

Loaves of bread also were distributed in Buenos Aires City on July 18, the date of the bombing in 1994 that destroyed the AMIA building, killing 85 and injuring hundreds.

“We love this award because it has prestige and also because the public voted. Is a very special reward to an ad honorem (pro bono) work made by many people,” Javier Maximiliano Maddalena and Javier Mentasti, Creative Directors General of Ogilvy & Mather Argentina, told JTA.

The campaign beat out public service campaigns from General Motors, Kraft foods and Nike.

AMIA was the second terrorist attack to occur in Buenos Aires. On March 17, 1992, a car bomb destroyed Israel’s embassy, killing 29 and injured 242.

Iran is believed to be behind both bombings. No one has been convicted in the attacks.

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