'find the cup' campaign
Concept formation, art direction and design of a series of adverts for the Aroma chain. The idea behind the campaign - ‘Aroma wherever you are’ – places the iconic Aroma cup in a packed and crowded place. The advert plays with the observer, requiring him or her to find the cup in every advert, and as such turns the advertisement into a kind of brain teaser that one waits expectantly for all week (just like the crossword in the weekend newspaper). This campaign came fourth in the Golden Fish competition. Art direction: Yotam Bezalel, photography: Roni Canai, styling and production: Nurit Kriv.