Creative Concept Development | Elite

As part of the creative team at My Social, my main role is developing concepts
for digital campaigns and physical activations.For Elite’s summer launch of
new iced coffee flavors, the goal was to spark curiosity and encourage trial
among young consumers.

My concept was to cast an Israeli influencer as a playful, modern take on an
ice cream vendor, offering coffee tastings along Tel Aviv’s promenade. We
looked for someone funny, relatable, popular with young audiences, who
genuinely drinks instant coffee and could bring energy to the streets.

Odaya Pinto was the perfect fit. Her personality, combined with the familiar
“Hello Artic” street-vendor concept, created an approachable, engaging way
to introduce the new cans to real people and capture their attention. The client
was pleased with the results and felt we successfully connected with the
target audience.


Production | My Social
Client | Elite Instant Coffee, Strauss
Photography | Shiri Abadi
Lead Talent | Odeya Pinto
Agency | RB_Agency