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As a creative director, I led the team and together we rebranded AM:PM and turned it into one of the most loveable Tel Avivian brands. From a supermarket chain without any special strategic messaging and a bad reputation regarding its pricing, AM:PM became one of Tel Aviv's favorite symbols.
The strategy was to focus on Tel Aviv city and its trends, and by doing so, make the residents more connected to the brand.
The commercials went viral with tons of good comments. More and more Tel Avivians started shopping at AM:PM, not because of its prices or products, but simply because it was cool. ​
Just Don't Do It
As a Tel Avivian brand, we took sponsorship on the Tel Aviv night run, and at the same time, we told the residents not to run. The idea was born from the insight that most of the residents tend to complain about the race, as it disrupts their city life routine
(traffic jams, closed roads, crowded streets, etc.).
Silvester? Stay at Home.
Tel Aviv is known as the party city of Israel, so on holidays, periphery residents come to the city to celebrate. We used that fact to tell our customers, Tel-Avivians, that they better stay home during the Silvester to avoid interacting with non-Tel-Avivians.
AM:PM Delivery
Using well-known Tel Avivian symbols to introduce the new delivery service of AM:PM.
AM:PM Ikea Sale - Furniture Posters
As many young Tel Avivians live in rented apartments and don't want to invest much money in them, we came up with a new, cheaper, and easier way to decorate.
We All Have the Right to Love
During the pride month, we changed the brand name to AM:AM and PM:PM, to show and promote gender equality. Not only did we change it on our Social Media page, but we also changed the logo in several main branches around the city.
AM:PM Night Run Sponsorship - Rent a Shoe
AM:PM took sponsorship of the Tel Aviv night run at a time when rented scooters took over the city, so we decided to make fun of that situation. "You forgot how to walk, so how do you expect to run? AM:PM will help you with a shoe rental service".
Tel Avivian Adopts Tel Avivian
In 2019, when Israel hosted the Eurovision, the trend in Tel Aviv was to make money by subletting apartments to tourists. The only problem with that was to find another place to stay, so we opened a Facebook group called "Tel Avivian adopts a Tel Avivian", and even offered a 500 shekels "adopt grant".
Dogs' Umbrella
One of our marketing strategies was to import special and weird products to the AM:PM branches, and promote them with even weirder commercials, in order to stand out get more clients inside the stores. One of them was an umbrella for dogs, as Tel Aviv is known as a dog-friendly city.
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