There’s not much evidence of this project—mostly because it happened in another country, at a university we couldn’t even step foot in.

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Sabra wanted to create small OOH ads that made college students feel backed by hummus. Why? Because in student life, where money’s tight and you’re running from class to class, all you really need is some hummus and tortillas. Or bread. Or chips. Or veggies. Or… yeah, you get the idea.