Elite: The Wafer War

Credits & Description:

The Hebrew word for Wafer is "Vafel" however Israeli's sometimes use the slang expression and call it "Bafel". So we launched a campaign to let the consumer decide how to call the product - "Vafel or Bafel?". After a two-week voting period the slang expression - "Bafel" won big time, Following this, all the wafer packs in the country changed the name on the package accordingly, making it the first consumer-inspired-product-name-change in Israel's history.



Advertising Agency: Saatchi & Saatchi Tel Aviv, Israel

V.P. Creative Director: Yoram Levi

Creative Director: Nadav Pressman

Copywriter: Eran (Shushu) Spanier, Gidi Shamir

Art-Director: Eyal Segal

VP-Head Of Production / Content: Dorit Gvilli

Producers: Gali Starkman, Bosmat Marmarely

VP Account manager: Idit Zuckerman

Executive Supervisor: Amit Alter

Account Executive: Gili Naveh

V.P. Planning: Daniel Weissman

Planning Supervisor: Nir Abraham

Planner: Amir Rosner

Digital Supervisor: Liza Assulin

Digital Creative Director: Eddie Goldenberg

Digital Art Director: Yaron Sagy

Digital Copywriter: Liron Vardi

Digital Designers: Steve Reiches, Helena Roizin

Digital Programmer: Leonid Angarov

Digital Account Manager: Inna Rozenfeld

New Media: Inbar Greenberg/Liron Cohen

Production Company: Mula