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Enjoy like a child

By VJ Media Bureau - March 06, 2013

Israelis of all ages found themselves in the middle of the day enjoying like children, all the while spreading the news on the new flavors on various social networks.

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.
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