To realise this idea, Elite opened a brand newsroom including the creative team, social media, PR and a TV crew. Each morning, for two whole weeks, they scanned the latest news stories, and created daily videos corresponding with current events, showing their light and funny side. Then they uploaded them to the brand’s YouTube channel and Facebook page.

For example: A sweet video for the Israeli Beauty Queen who didn’t make it to the Beauty Queen finals, a sweet video for the Israeli basketball team who lost an important game, a sweet video for Prime Minister Benjamin Netanyahu.

Together, the videos received over 1.7 million views.

The TV ad became one of the top 5 videos in Israel during the week of the campaign.

928% increase in ‘friends’ on Elite’s YouTube channel.

Tens of thousands of talkbacks on the videos.

Exposure on TV, in newspapers and in the digital media.

21% growth in sales of individual chocolate bars by comparison to the same period last year.