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The Big Trip

Issue 20 | September 2011

Background

Elite’s Cow Chocolate brand has had a long-running tagline, ‘Always with you’.

The challenge was to try to reinvent the line and give it meaning in a way that showed how the brand has moved with the times.

The campaign dea was based on the insight that an astonishing 65% of all young Israeli’s head off on a long trip before going to college, typically to the Far East.

Even the hardiest of them must sometimes pine for the little luxuries of their lives back home.

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