Montreal's Schwartz's Deli needs no advertising at all; there are people lining up at the store front at all times of the day. (Most famous for their smoked meat sandwiches; give me a pat on the back for this one...I'm a vegetarian)

This is a conceptual campaign thought up by Jesse Hornstein-Goldberg, for fun. I simply re-did the art direction by making illustrations with watercolour.