Title	DENIS - THE CLIP THAT BROKE THE INTERNET
Brand	UNILEVER ISRAEL
Product/Service	TELMA BRANFLAKES
Category	A06. Original Use of Music
Entrant Company	BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Contributing Company	BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Media Agency	UNIVERSAL MCCANN Tel Aviv, ISRAEL
Production Company	TIFFERT TV & NEWMEDIA PRODUCTION Tel Aviv, ISRAEL

Name	Company	Position
Yossi Lubaton	Baumann Ber Rivnay Saatchi/Saatchi	Ceo
Eran Nir	Baumann Ber Rivnay Saatchi/Saatchi	Creative Director
Ran Even	Baumann Ber Rivnay Saatchi/Saatchi	Copywriter
Uri Hasson	Baumann Ber Rivnay Saatchi/Saatchi	Art Director
Maayan Dar	Baumann Ber Rivnay Saatchi/Saatchi	Digital Creative Director
Dorit Gvilli	Baumann Ber Rivnay Saatchi/Saatchi	Vp Production
Odelia Nachmias Freifeld	Baumann Ber Rivnay Saatchi/Saatchi	Agency Producer
Shani Vengosh Shaul	Baumann Ber Rivnay Saatchi/Saatchi	Vp Client Services
Michal Popov	Baumann Ber Rivnay Saatchi/Saatchi	Account Supervisor
Stav Hershkovitz	Baumann Ber Rivnay Saatchi/Saatchi	Account Executive
Shai Nissenboim	Baumann Ber Rivnay Saatchi/Saatchi	Vp Strategic Planning
Roni Arisson	Baumann Ber Rivnay Saatchi/Saatchi	Strategic Planner
Roiee Gortler	Baumann Ber Rivnay Saatchi/Saatchi	Strategic Planner
Eva Hasson	Baumann Ber Rivnay Saatchi/Saatchi	Planning Information Specialist
Ilan Peled	Self Employed	Artist
Ohav Flantz	Self Employed	Director
Henree	Self Employed	Music
Shahar Reznik	Self Employed	Director Of Photography
Claude Dadia	Self Employed	Choreographer
Avi Haltovsky	Self Employed	Creative Director
Eyal Padan	Baumann Ber Rivnay Saatchi/Saatchi	Copywriter
Lior Arditi	Self Employed	Design
Evgeny Kobuziatski	Self Employed	Design
Yuval Meron	Self Employed	Special Effects & Animation
Omer Asaf	Self Employed	Make-up & Hair
Dorit Gvilli	Baumann Ber Rivnay / Saatchi & Saatchi	Creative Concept
Ilan Peled		Creative Concept
Ohav Flantz		Creative Concept
Eyal Amit	Unilever	Marketing Communications Manager
Michal Goldman	Unilever	VP Marketing
Jonathan Album	Unilever	Marketing Director
	Nuance Creative House	Post Production

The Campaign

THE CHALLENGE & OBJECTIVE: Unilever Branflakes is Israel's most successful women's cereal brand. While the brand's Top of Mind is high, we are always looking for new and fresh ways of growing our brand's sales. But getting through to our audience, who was increasingly shunning ads and ditching preprogramed TV in favor of YouTube content was becoming a problem. THE STRATEGY: That's why we decided to leverage one of YouTube's most popular types of content: video clips and write a song. Due to our audience's highly antagonistic attitude towards ads, we also consciously decided not to brand the video – relying instead on our audience's love for " Denis" and its immediate association of her character with the brand. THE EXECUTION: "Denis What Will Be With You" is a music video clip we created and wrote from scratch about the struggle of being a perfect size 10. A video which while it did not show or mention the product even once, people immediately associated with the brand.

In just 24 hours, our clip got over a 1.000.000 views organically and became a social phenomenon: • Went straight to the top of MTV Israel's playlist • Became the number 1 clip and ringtone in the iTunes library (in just 48 hours) • #2 - in the country's viral video ranking • Was covered by all Israeli news outlets • Imitations flooded people's social network feeds as they obeyed the urge to share and celebrate. The clip was shared over 12.000 times, got over 10.000 comments and 47.000 likes) • Now month after its launch, the clip is still being played on radio stations, at weddings and remixed in clubs by the world's best DJs • With zero brand mentions, and zero packaging shots, we managed to garner over 2.2 million shekels worth of earned media and make sure everyone left singing our tune and thinking Branflakes. Now that is the power of content!

Most ads for women's cereals feature perfectly proportioned women telling you what a hard time they have looking after their diet. Hardly seems credible, right!? That's why Unilever Branflakes threw category conventions out the window and used a man to create "Denis". A character who'd be able to voice all "normal-proportioned-women" 's concerns while also taking the sting out of the look-after-your-weight monologue. The character that emanates is that of a flamboyant, eccentric, weight-challenged and totally lovable wedding singer whose only remedy for keeping his/her weight in check is Branflakes. Over the years Israelis have followed Denis' musical career, grown to love her and associate her with the brand. Therefore, after doing small time gigs for years, it was only natural we share with them her first video clip "Denis What Will Be With You" - a song about the struggle of being a perfect size 10.