Skip A Meal
Latet
Issue 45 | December 2017
Agency
BBR Saatchi & Saatchi
Creative Team
CCO: Idan Regev Creative: Idan Levi, Eddie Gartsman, Carmel Gilan Creative Coordinator: Eva Hasson
Production Team
Production: Dorit Gvili, Bosmat Ben David
Other Credits
CEO: Yossi Lubaton Account Supervisor: Aviv Ben Zikri Account Manager: Matan Dadush Strategy: Moran Nurok
Date
September 2017
Background
It's September and the High Jewish Holiday season was here. Rosh Hashanah, Yom Kippur and Sukkoth were all to take 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 goodies.
Idea
But unfortunately many Israeli families did not have the means to celebrate. They simply ouldn’t afford the food and were forced to skip a meal. That was the exact message Latet – an Israeli organization that distributes food packages to the needy – wanted to communicate to the public. So it decided to capitalize on a unifying behavior that characterizes all internet users: ad skipping.
People 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"