Campaigns
Enjoy like a child
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.