Tekiyah Creative

A Blog Post

Think Different

There’s something different about the Valley Chabad Hebrew School in New Jersey’s Bergen County. But how do you get that message across to the community? “We wanted a slightly off-beat, high-impact ad that would communicate the message instantly in both image and words,” explains Rabbi Dov Drizin of Valley Chabad. Tekiyah conceived of an ad that conjures Apple’s classic Think Different campaign. But we put an orange inside the apple. In addition to the positive brand association, the image conjures two things: First, this Hebrew School is not what you expect. Second, we normally have to choose between apples and oranges. You can’t have it both ways. But at the Valley Chabad Hebrew School, you can.

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