This is a brilliant and unusual campaign to promote Israeli Pessek Zman chocolate bar (which means Time Out in Hebrew) that wittingly expresses the brand's idea and slogan to â€œtake a time outâ€.
The campaign uses posters that look like regular fashion ads, however the fashion models are missing. Placed next to each poster are cut-outs showing the models eating chocolate bars and â€œtaking a time outâ€ from their billboard jobs.
Each poster was designed to blend with its specific location and background (bus stops, walls, benches,...) such that the cut-out models would have a convenient place for their time out.
Although the campaign was only recently (March 2008) unleashed, it has generated massive buzz and interest, with more than three million people seeing it in the first five weeks alone.
Great job by Shalmor Avnon Amichay / Young & Rubicam ad agency, Tel Aviv, Israel with creatives Gideon Amichay, Yoram Levi, Nadav Pressman and art director Tal Ben-Ari.
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