Don’t miss Day 2.

The first day of Rosh Hashanah fell on Shabbat, and on Shabbat the shofar is not sounded. Which left the whole festival’s hundred blasts — the one act the day is named for, Yom T’ru’ah, the day of sounding — on the second morning alone. Come only on the first day and you would hear no shofar at all.

That is the kind of thing that could be said sternly from the pulpit, once, to the people already in the room. It seemed better to say it twenty-five times on Facebook and Instagram, through the month when Jews are meant to be thinking about the year ahead anyway, to whoever happened to be holding a phone. The campaign kept Shabbat itself: nothing went out on a Saturday.

So: a poster a day through Elul, six days a week, each one a small argument by analogy. A bagel without the lox. A sundae without the cherry. The flag without the maple leaf. The Habs without the CH. In every image the missing thing has been replaced by a shofar — a horn of smoked salmon, a horn of honey, a matzah ball curled into a horn — so that the joke and the point arrive together.