We created Denis' first video clip "Denis What Will Be With You" - a song about the struggle of being a perfect size 10.

"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.

Meant to function as an organic piece of content, the video clip was posted online to Unilever Branflakes Youtube and Facebook pages and sent offto one journalist. Denis' fake character Facebook page was also updated. Within hours the clip

took-on a life of its own as fans hurried to share the brand's latest .Although, we put some 2000 shekels (500$) on promoting the clip on YouTube – so we'd be able to compare effectiveness vs the brand's previous communication campaigns - the brand fans really did all the work and spread the word. In under 24 hours we had a million views.

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 remixedin 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.