TEDx is a franchise of the TED brand. When we were approached by the organizers of TEDx Jerusalem 2012 we felt very proud to be a part of such a special and international event. We looked for a main image that will represent the convention, be enigmatic enough and create interest through its story. After a number of brain storming sessions we came up with the idea of the Jerusalem artichoke. Why? Because it is not an artichoke (it’s a sunflower root) and it is not from Jerusalem (it sounds like the word ‘jirasol’ sun or sunflower in Italian.)
It was exactly what we needed – the tizer was so interesting, it created a buzz and the place was completely full.