LATET "Skip a Meal"

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. 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.

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 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 our 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: 

Air Date: September 2017

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