During the last 6 months, Hanoch Piven has been working on a large ad campaign in Israel for the Strauss Group, a food and beverage company. He has created 12 characters using their products. The campaign's message is “It's amazing what you can create from the simple things in life.” Hanoch has spent the last few months in his sister's basement creating television and billboard ads out of chocolates, yogurt, candy, vegetables, and many other Strauss products. He had to hide the candy from his nephews in order to do his work. Strauss says, “internationally-acclaimed artist Hanoch Piven…uses basic products and turns them into something new, big and surprising. Piven created a set of characters comprised of our raw materials…adding his own unique artistic statement to them.” Below are links to the four different commercials on YouTube, and the Strauss website featuring Hanoch's creations.

http://www.youtube.com/watch?v=nSsVQ_o-N_w

http://www.youtube.com/watch?v=QTDMr1nn43o&feature=related

http://www.youtube.com/watch?v=cQ-kSwLX02M

http://www.youtube.com/watch?v=t1nwFHtAp2g&NR=1

http://www.strauss-group.com/