Creative Work of the Week: Charity hacks YouTube's ‘skip ad’ to highlight Israeli food poverty
An online ad from Israeli food charity Latet and BBR Saatchi & Saatchi has been voted Creative Work of the Week, garnering votes for its clever use of the YouTube ‘skip ad’ function.
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.’
