Ahead of Passover, and amid a complex period for the Israeli public, Swish is launching a new campaign and branding initiative with an investment of around NIS 4 million, focusing specifically on small gestures of attention and appreciation between people.
The campaign, currently airing on television, radio, websites, and social media, presents everyday situations where a digital gift turns into a moment of connection: A new mother receiving a birth gift, a teacher being appreciated by parents, or a family choosing to pamper a loved one around the holiday table.
In the background of the videos, the song “Let’s Twist Again” by Chubby Checker plays, adding a nostalgic and optimistic layer to the small moments that stand out amid a challenging routine.
According to Anat Cohen-Gabor, the company’s VP of Marketing and Business Development, in times of uncertainty, people look for simple ways to show appreciation and maintain a sense of closeness. “A digital gift is a small gesture, but its significance can be big – both for the recipient and for the businesses where it can be redeemed,” she said.
The campaign is produced by the advertising agency Inbar Merhav G Havas and ZOA Films, with direction by filmmaker Omer Aloni, considered one of the leading voices in Israeli advertising and music videos in recent years.
Beyond the emotional message, the company’s data also indicates a broader consumer trend: According to estimates, Israel’s gift market in 2025 is valued at around NIS 4.5 billion, with the average gift amount standing at NIS 250.
It also appears that more than 65% of Israelis prefer giving gift cards – whether for fashion brands, restaurants, leisure experiences, or vacations – a trend that has strengthened in recent years with the shift from physical gifts to digital solutions.
Major shopping occasions in this sector remain familiar: Holidays, birthdays, births, and appreciation gifts – particularly for teachers and kindergarten teachers, who continue to be among the most prominent categories.
At Swish, the shift to digital gifts is marked not only as a technological convenience but also as a tool that provides the recipient with freedom of choice – allowing them to tailor the gift to their personal preferences in real time.