Antisemitism is rising amongst young people in Australia. Yet with only 120,000 Jews in the country, most Aussies have never met someone Jewish. So instead of calling out the hate, we tackled the ignorance that led to it and gave people something to love. Incommon reimagines parts of Jewish culture as products for everyone to enjoy, no matter their background. Named and packaged like a drop culture brand, with copy that entertained before it educated. Sent to non-Jewish influencers to have cultural convos with every unboxing. Available online, in stores and at the Sydney Jewish Museum.