The Drum Awards Festival - Extended Deadline

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Date: Mar 2020
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In a world where all government systems and experts are busy fighting the coronavirus, what can a chocolate brand do to contribute to the fight?

Elite chocolate’s Keef-Kef bar is an iconic chocolate 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 coronavirus coping guidelines that included a ban on hand shakes and high fives of all kinds, the brand embarked on a billboard and social media real time marketing campaign. The first half of the brand’s name (“Keef” which means “highfive”) was deleted and what was left was only the fun (“Kef” in Hebrew slang).

The campaign went viral instantly (but in a good way).


Agency Credits: BBR Saatchi & Saatchi

Client: Elite Confectionery, Strauss Group

CEO: Ben Muskal

CCO: Yaron Perel

Creative Director: Shay Israel

Art Director: Noa Navot

Copywriter: Shlomo Kavas

Digital Creative Director: Chen Sasson

VP Strategic Planning: Yossi ‘Joe’ Baruch

Strategic Planner: Lora Goichman

Marcom Director: Eva Hasson

VP Group Account Head: Lee Bryn

Account Supervisor: Sivan Bar-Dagan

Account Executives: Yaara Mazor

Studio Director: Lea Avram Vayzer

Photoshop & Animation: Idan Perets, Eyal Vinitzer