Negev is one of the leading stores for home decor in Israel. Among the products are flooring, wall coverings and bathroom fixtures. The brand's mission was to convince consumers that they could easily design their own homes. We compare exquisite home design to gourmet cooking, which is reflected by the play of words and art direction, featuring renowned chef, Moshe Segev to represent, Negev. ACW Grey; Genius partner (& copywriter) Zack Feldman.