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.