Skip to content
SELF-INITIATED SERIES · COPYWRITING · ART DIRECTION · PRINT

// Akram Tissi.Copywriting · Art direction · Print:

Campaigns Nobody Ordered.

Print ads for the everyday Moroccan places that never asked for one.

ROLE
Concept, copy, art direction, design
FORMAT
Posters, 4:5
YEAR
2026
STATUS
Ongoing, one a week
THE IDEA

Nobody hired me for this.

The msemen stand on your street sells out by nine every morning without a single ad. The hanout gives credit on a first-name basis. The grand taxi leaves when it’s full, not a minute before.

They’re brands. They just never wrote themselves down.

So I wrote them their campaigns. No brief, no budget, and the client has no idea he’s a client.

THE SYSTEM

Every poster follows the same skeleton, so the series reads as one campaign:

  1. 01A giant name, the way the street says it
  2. 02One hero object, treated like a luxury product
  3. 03A seal, because every premium brand needs a stamp of approval
  4. 04A two-line headline in Darija
  5. 05A spec footer, like a watch catalogue
  6. 06The fine print: who the client is, and what the budget was

The palette changes with every client, as if it were their own campaign. The posters speak Darija. The translations live here.

N° 01 · LMSEMEN
  • The Lmsemen poster, plain: LMSEMEN in heavy condensed capitals over a plate of folded msemen on deep green, with a butter yellow seal and the headline Ftour dyal l’molouk, b taman dyal l’masakin.

    ON ITS OWN GROUND

  • The same Lmsemen poster inside the border: the plate of msemen framed by a green and yellow zellige pattern on all four sides.

    IN THE BORDER

Ftour dyal l’molouk, b taman dyal l’masakin.

A breakfast fit for kings, at a price fit for the rest of us.

ZEBDA
3la hsab niyaButter · On good faith
L3SEL
Bzaf. Bzaf bzaf.Honey · A lot. A lot a lot.
ILA SALA
Rje3 ghedda, bkriSold out · Come back tomorrow. Early.

100% zebda beldia, wllah

100% farm butter, I swear.

Client: mol lmsemen f derb. Budget: 0 dh.

Client: the msemen guy on your street. Budget: zero.

N° 02 · L’7ANOUT
  • The L’7anout poster, plain: L’7ANOUT in condensed capitals over an open credit notebook with a biro resting on it, with a seal reading 100% crédit and the headline Banka bla cravate, crédit bla dossier.

    ON ITS OWN GROUND

  • The same L’7anout poster inside the border: the notebook framed by a blue and cream zellige pattern on kraft.

    IN THE BORDER

Banka bla cravate, crédit bla dossier.

A bank without the tie. Credit without the paperwork.

L’CARNET
Fih smiytek. Wla smiyt bak.The notebook · Your name is in it. Or your father’s.
LIVRAISON
Sift chi drri.Delivery · Send a kid.
LA MONNAIE
Ma kaynach. Khod Meska.Change · There’s none. Take a gum.

100% crédit · 9ayd · Khalles chher jay

100% credit · On the tab · Pay next month.

Client: mol l’7anout. Budget: 9ayd.

Budget: put it on my tab.

N° 03 · GRAND TAXI
  • The Grand Taxi poster, plain: GRAND TAXI in heavy capitals over a cream Mercedes with luggage roped to the roof, on asphalt black, with a red 6/6 seal and the headline Ghir wa7ed, o nmchiw.

    ON ITS OWN GROUND

  • The same Grand Taxi poster inside the border: the Mercedes framed by a red and cream zellige pattern, with palms behind it.

    IN THE BORDER

Ghir wa7ed, o nmchiw.

Just one more, and we go. The most famous lie in Morocco.

LES PLACES
Stta. Mera mera sb3a.Seats · Six. Sometimes seven.
LA CLIM
Sharjem m7loul.Air conditioning · Window open.
MZIKA
Dyal chauffeur. Machi dyalek.Music · The driver’s. Not yours.

6/6 · Ghir wa7ed · O nmchiw

Full · Just one more · And we go.

Client: mol taxi kbir. Budget: 3andek sarf?

Budget: got change?

NEW CLIENT EVERY WEEK. NONE OF THEM KNOW YET.

Imagine what I’d write for something you actually built.

Write to meNEXT PROJECTLeonis Collection