Where is the brand mascot and the Afikoman? An interactive hide and seek game at newspapers arena

The traditions in Passover holiday's dinner, in Jewish culture is to hide the Afikoman – the holiday's symbolic bread. It is customary for the kids to find it during the celebrations to win a prize.

That is why in Passover's special editions of Yedioth newspaper (the most widely used newspaper in Israel) and its subsidiaries, we challenged the kids to find Dino the dinosaur (The brand mascot) and the Afikoman along the many pages of the newspaper. On every different edition, it was hidden at a diffrent place.

All the pages of the newspaper; the articles, the columns, the entertainment section and the advertisements have become an interactive hide-and-seek game arena, which entitles every kid who finds Dino and the Afikoman to a free entrance ticket to the park.