Elite - "Before/After"

BBR Saatchi & Saatchi

BBR Saatchi & Saatchi Ramat Gan, Israel

22654

Brand: Elite
Country: Israel

Advertiser: Strauss Group Inc.

Title	Before/After
Agency	BBR Saatchi & Saatchi
Campaign	The Israeli Chocolate Bar That’s Fighting the Corona Virus
Advertiser	Strauss Group Inc.
Brand	Elite
Date of First Broadcast/Publication	2020 / 3
Business Sector	Chocolate
Story	In a world where all government systems and experts are busy fighting the Corona virus, what can a chocolate brand do to contribute to the fight? Well, let’s be honest not very much. But that didn't stop Elite’s “Keef Kef” brand from playing its humble part. Elite chocolate’s “Keef-Kef” bar is an iconic choclate bar every Israeli has grown up on. Its name is based on two words which taken together mean fun. But when you break up the combination, you’ll notice that the first word is “Keef” - the Hebrew word for “High Five”. So right after the Israeli Ministry of Health released the Corona coping guidelines that included a ban on hand shakes and high fives of all kinds, we embarked on a billboard and social media Real Time Marketing campaign. We deleted the first half of the brand’s name (“Keef” which means “highfive”) and left only the fun (“Kef” in Hebrew slang). Below a picture of the bar and its newly trumped logo, we wrote just one sentence: Give up the high fives, for the time being.
Media Type	Billboard
Chief Executive Officer (CEO)	Ben Muskal
Chief Creative Officer	Yaron Perel
Creative Director	Shay Israel
Art Director	Noa Navot
Copywriter	Shlomo Kavas
Digital Creative Director	Chen Sasson
VP, Director of Strategic Planning	Yossi (Joe) Baruch
Strategic Planner	Lora Goichman
Marcom Director	Eva Hasson
Account Supervisor	Sivan Bar-Dagan
Account Executive	Yaara Mazor
Studio Director	Lea Avram Vayzer
Animation/3D	Idan Perets
Animation/3D	Eyal Vinitzer