Keef Kef: The Israeli Chocolate Bar That’s Fighting the Corona Virus, 1

Credits & Description:

Client: Keef Kef
Agency: Saatchi & Saatchi
Advertising Agency: BBR Saatchi & Saatchi, Israel
CEO: Ben Muskal
CCO: Yaron Perel
Creative Director: Shay Israel
Art Director: Noa Navot
Copywriter: Shlomo Kavas
Digital Creative Director: Chen Sasson
VP Strategic Planning: Yossi Baruch
Strategic Planner: Lora Goichman
Marcom Director: Eva Hasson
VP Group Account Head: Lee Bryn
Account Supervisor: Sivan Bar-Dagan
Account Executives: Yaara Mazor
Studio Director: Lea Avram Vayzer
Photoshop & Animation: Idan Perets
Geo: Israel
Published: March 2020
Synopsis:
In a world where all government systems and experts are busy fighting the Corona virus, what can a chocolate brand do to contribute to the fight? Well, let’s be honest not very much. But that didn't stop Elite’s “Keef Kef” brand from playing its humble part.
Elite chocolate’s “Keef-Kef” bar is an iconic chocolate bar every Israeli has grown up on. Its name is based on two words which taken together mean fun. But when you break up the combination, you’ll notice that the first word is “Keef” - the Hebrew word for “High Five”.
So right after the Israeli Ministry of Health released the Corona coping guidelines that included a ban on hand shakes and high fives of all kinds, we embarked on a billboard and social media Real Time Marketing campaign. We deleted the first half of the brand’s name (“Keef” which means “highfive”) and left only the fun (“Kef” in Hebrew slang).
Give up the high fives, for the time being.