Created for September’s High Jewish Holiday season, when families come together for feasting during Rosh Hashanah, Yom Kippur and Sukkoth, the film aimed to starkly remind Israelis that many households still go hungry during this time. Often, they are forced to skip meals as frequently as the affluent skip YouTube ads.
BBR Saatchi & Saatchi created ‘decoy’ pre-roll ads filled with mouth-watering foodie visuals. Those who chose to jump after six seconds were served the 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.’
BBR Saatchi & Saatchi: Latet 'Skip a Meal'
Agency: BBR Saatchi & Saatchi
Client: Latet
Date: September 2017
It's September and the High Jewish Holiday season is here. Rosh Hashanah, Yom Kippur and Sukkoth will all be taking place in the space of just two weeks. The holidays are the ultimate 'get-together-time' and the ultimate cause for uniting around a table filled with goodies.
But unfortunately many Israeli families do not have the means to celebrate. They simply can't afford the food and are forced to skip a meal. That was the exact message Latet, an Israeli organisation that distributes food packages to the needy, wanted to communicate to the public. So it decided to capitalise on a unifying behaviour that characterises all internet users: ad skipping.
Israelis searching for recipes who chose to skip the mouthwatering decoy pre-roll ads were served up with the following 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'.
Credits:
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
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
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