Gear Seven/Arc Studios
I Like Music
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

BBR Saatchi & Saatchi Sweetens the Headlines

Creative 288 Add to collection

Campaign for Elite sweets cheers up bad news with realtime online newsroom

BBR Saatchi & Saatchi Sweetens the Headlines

In Israel, news headlines tend to be depressing and disheartening. So Elite, the #. 1 sweets brand in the country, decided to change that with its brand message of  “Creating Sweet Moments for People.”

After launching their new brand character puppets in a TV ad, Elite launched “Sweetening the Headlines” – a real-time marketing online campaign which turned the most talked about news into fun videos.


To do that, Elite, together with agency BBR Saatchi & Saatchi opened a brand newsroom made up of creative, social media and PR teams which gathered early each morning, went over the headlines and produced daily videos that corresponded with current events and aimed to sweeten people's day.


Check out all of the videos at:



Client: Elite Sweets
Release date: Dec 2013
Advertising Agency: BBR Saatchi & Saatchi, Israel
CEO: Yossi Lubaton
VP Creative Director: Nadav Pressman
VP Digital: Maayan Tirangel
VP Production: Dorit Gvili
VP Planning: Shai Nissenboim
Creative Director: Amir Ariely
Digital Creative Director: Oded Lavie
Copywriters: Eran (Shushu) Spanier & Tomer Gidron
Art director: Aia Bechor Kujnitzky
Account Group Head: Maya Salomon
Account Supervisor: Yogev Atoon
Account Executives: Shir Herman, Shirel Visalisky, Shiri Gershon
Planner: Roni Arison & Lora Goichman
Digital project manager: Gitit Sasson
Digital Studio manager: Danit Atia-Moshe
Development: Roy Zoaretz
Online Designer: Udi Dunayer, Michael Shelly & Moran Gamliel
Offline Studio manager: Yaron Keinan
Offline Designer: Nir Shaulian & Elina Shwartz
Social media Director: Amir Tal
Social media: Omry Levy & Aviv Melemed
Agency Producer: Alon Shmoelof
News-Room Producer: Oria Harel
Director: Eran (Shushu) Spanier
DOP: Ofer Ben-Yehuda
Music: Haim Weiss
Puppeteers: Micha Duman & Ariel Doron
Puppet Design: Maria Gurevich
Set Designer: Shlomi Shilinger

Elite Sweets
CEO Elite Sweets: Sigal Shilony
Sweets marketing manager: Michal Levi
Sweets brand managers: Lilach Beth-On & Lilach Dolev
Digital manager: Limor Barnea

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Saatchi & Saatchi London, Thu, 19 Dec 2013 12:59:36 GMT