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When TIME OUT launched in Tel Aviv, the magazine didn't arrive on billboards. It arrived on deckchairs.
Dozens of promoters set up in the middle of the city: on traffic islands, sidewalks and busy junctions. They sat, read, handed out copies and got people talking.
In the city that never stops, we made people stop.
Buzz, before social media.
Winner, Best Small-Budget Campaign, The Globes Awards.