Unsurprisingly, news headlines in Israel tend to be somewhat negative.
Most of them focus on the bad news within the country. Then – (as a diversion?) – they point to the rude, boisterous and sometimes shameful misbehaviour of Israelis.
BBR Saatchi & Saatchi decided that the country’s leading chocolate brand, Elite, was in the right position to “make life in Israel sweeter”.
So it created a stop-motion campaign starring plasticine figures celebrating Israelis who do good, set to a “happy” song.
The figure’s faces were inspired by the chocolate bar’s unique shape with its larger cube in the middle.
Credits:
Advertising Agency: BBR Saatchi & Saatchi
Chief executive officer: Yossi Lubaton
Chief creative officer: Jonathan Lang
Vice president creative director: Idan Regev
Creative directors: Sharon Refael & Yaron Perel
Copywriter: Eran (Shushu) Spanier
Social & digital directors: Idan Kligerman & Maayan Dar
Art directors: Aia Kujnitzy Bechor & Dima Kogan
Group account head: Ben Muskal
Account supervisors: Lee Bryn & Daniel Shvartz
Account executive: Naor Azubel
Head of production & content: Dorit Gvili
Production manager: Gali Starkman
Producer: Ayelet Rotman
Chief strategy officer: Shai Nissenboim
Strategic planning supervisor: Lora Goichman
Planner: Moran Nurok
Creative coordinator: Eva Hasson
Traffic director: Ronit Doanis
Traffic: Avia Ben Ishay
Studio manager: Yaron Keinan
Production company: Meyuhas productions
Director: Oren Meyuhas
Character designer and director of Animation: Michael (Mysh) Rozanov
Director of animation: Ricardo Werdesheim
Lead animator: Moran Somer
Animation production: ZAZ Animation Studio
DOPs: Benny Mali & Ofer Ben Yehuda
Line producer: Ran Pasternak
Offline: Idan Stoler
Music: Knob
Ukulele: Avi Singolda
Singer: Edan Alterman
Client: Strauss Group (Elite)
General manager confectionery division: Eyal Dror
Marketing managers chocolate category: Tal Ben-Porat & Talya Babay
Brand manager chocolate category: Idit Maor
