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Latet "Skip a meal" (2017) :42 (Israel)

This September brings the High Jewish Holiday season with Rosh Hashanah, Yom Kippur and Sukkoth taking place within two weeks of each other. This is a time for celebration, somber reflection, spending time with family and of course food.

Knowing that many are searching for recipes online, but also skipping pre-roll ads, BBR Saatchi & Saatchi use both types of behavior to encourage people to donate to the Latet, an Israeli organization that distributes food packages to the needy.

When you saw one of their pre-roll ads featuring food, you were severed a 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."

Over 17,000 meals were served.

Client: Latet
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

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