Enjoy like a child

The challenge here was to launch three new flavors of Hashahar Chocolate
Spread, a classic Israeli brand which has accompanied Israelis for over
60 years. The brief to agency Inbar/Merhav/Nissan, Tel-Aviv, Israel was
this: instead of simply giving the brand message “Enjoy like a child,
the brand wanted to let its consumers actually enjoy it like children.
The team executed this to perfection – they invited passers-by and
passengers of public transport to photograph themselves with a sign
which was designed to complement their arm gestures and create the
illusion of continuity. They were then encouraged to tag the brand on
Instagram and Facebook.