It’s September, and the High Jewish Holiday season is here. Yet, some Israeli families do not have the means to celebrate. So these skippable YouTube ads are here to help.
Rosh Hashanah, Yom Kippur and Sukkoth will all be taking place in the space of just two weeks. And for those of you who have never been to Israel during the High Holidays, you should know they are the ultimate ‘get-together-time’ and the ultimate cause for uniting around a table filled with delicious food.
Unfortunately, many Israeli families don’t have the means to celebrate. They simply can’t afford the food, and are forced to skip a meal. That was the exact message that Latet – an Israeli organization that distributes food packages to the needy – wanted to communicate to the public.
Together with BBR Saatchi & Saatchi, they decided to capitalise on a unifying behavior that characterizes all internet users: ad skipping.
People who chose to skip mouthwatering decoy pre-roll ads, were served up with a special message: “You skipped a meal out of choice but thousands of people in Israel skip it because they have no choice. Make someone’s holiday. Donate a meal.”
The campaign is still ongoing, and there are no official results concerning how many meals have been donated so far. Yet, this is a brilliant initiative, which capitalises on one of the most common online behaviour.
Agency Credits: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
CCO: Idan Regev
Creative: Idan Levi, Eddie Gartsman, Carmel Gilan
Production: Dorit Gvili, Bosmat Ben David
Account Supervisor: Aviv Ben Zikri
Account Manager: Matan Dadush
Strategy: Moran Nurok
Creative Coordinator: Eva Hasson