A fiercely creative brief for the new shawarma brand in Beit Shemesh. Ha'Rais is code for chief of gangsters (derived from Arabic). When Ha'Rais is hungry, he's defiant! The barbaric character represents the hungry target audience - busy police officers who value a hearty 'shawarma' as much as they do social justice. I had the honor to work with one of my favorite copywriters, Gil Katzir.