Better Off Bad

The Ask: Conduct an experiment for untethered Jews to get back in touch with their Jewish identity.

Background: If you don’t always keep kosher, if you do not regularly attend synagogue, if you enjoy listening to Christmas music, if your partner isn’t Jewish, or if you don’t call your mother enough, you may label yourself a “Bad Jew,” a phrase often associated with feelings of shame and guilt.

The Idea: Thinking you’re a bad Jew is one of the most inherently Jewish things you can do, regardless of whether you abide by the tenets of Judaism. You know what else is inherently Jewish? Self-expression, creativity, wit and rebellion.

We set out to create a movement for untethered Jews everywhere to express themselves guilt-free. Through rebellious punk-style headlines and designs, we brought to life an identity that lives through a collection of street-style clothing and accessories all sold on an online webshop disguised as a punk skateshop: badjewmafia.com

100% of profit from purchases to go toward organizations that fight antisemitism.

Client: Jim Joseph Foundation
Agency: Common Good (formerly LRXD)
Role: Concept, Art Direction, Design

Ads of the World