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