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Israel-based chocolate bar Keef-Kef has changed its name to promote the country's new hygiene guidelines, in light of the coronavirus pandemic.

The brand – whose name literally translates to "high five fun" – has unveiled a billboard in which the first half of its name was removed from the logo, alongside the declaration "give up the high fives, for the time being". The advice is in line with government guidelines, which include a ban on handshakes and high fives of all kinds.

It was written by Shlomo Kavas and art directed by Noa Navot.