Roladin, Israel’s leading Café & Bakery chain, is also well known thanks to its premium donut collection that comes every year at Hanukkah (Donuts is the traditional food during the Hanukkah Holiday). In a consistent manner, for the last four years the essence of the campaign is the empowering of the donuts, their respective creation and the heroines associated with them. Over the years the campaign’s creative portrays them in a unique, bigger than life, fashionable manner. Combining art and fashion to secure desire and consumption at the POS. This year, under the same principle but through a completely different idea we conceived, the donuts, this time through the elections of “opposites-attratct” – each donut was paired with who represents something entirely different from the donut, seemingly the un-natural choice. The situation that was created, the tension, the dissonance, that produced the focus, the salient and emotional involvement and the belief of the brand in the Diverse-&-Diversity – One can choose and love the different, the other, the contrast. Explanation: The figure in the red poster is Mr. Avi Nimni, Maccabi Tel Aviv’s infamous past football star and an icon for fans to this very day. Maccabi is the Yellow Team of Tel-Aviv, rivals of Hapoel Tel-Aviv, the city’s Red Team.