Elections are always a time of the highest engagement possible. Especially when it was Trump vs Kamala.
We saw in our office that the country is dividing, and we wanted to use the platform we have as Hummus Republic to try to send a positive message in such troubled times. What started as an office initiative, led to a full OOH, billboard campaign that gain mass of brand awareness.
And the comments come as fast as a bowl in Hummus Republic.
Developed with Brikman Advertising, the billboards have gone up in prime LA spots, including the Ventura 101 Freeway, to serve as a gentle nudge toward kindness and unity in a climate of political polarization. The work – led by art director Alec Faught and marketing directors Nir Giat and Yossi Butbul – displays bold messages next to fresh veggies and a generous scoop of hummus.
“This campaign started as a spontaneous idea – a simple phrase we tossed around internally, with no brief or formal planning,” said Brikman Advertising’s creative director, Yarden Brikman. “Then suddenly, it all came together.”