Waiting in YouTube’s ‘Antechamber’
Doron Medalie and the ‘Aguda’
Issue 49 | December 2018
Agency
BBR Saatchi & Saatchi
Creative Team
Project Management and Concept Dorit Gvili CCO Idan Regev Digital Creative Director Naor Itzhak Creative Team Gal Mamalya, Shiran Damari, Itamar Paradny, Gal Porat
Production Team
Producer Alon Shmoelof OG Group Productions, Soundhouse, CAP&SUB and artists including Noa Kirl, Eliad Nahum, Stephan, Nikki Goldstein, Gal Ochovsky, Sharon Maymon, Tal Granit and Stav Strashko. ATL Studio Manager Yaron Keinan
Other Credits
CEO Yossi Lubaton VP Client Services Ben Muskal Client Management Hila Kirma Strategist Michal Zilberberg
Date
August 2018
Background
In July 2018, the Israeli parliament passed yet another law discriminating against the LGBT community and barring homosexual men from using a surrogate to become parents.
The challenge was to raise awareness and recruit the silent majority to support a change in law.
Idea
The Aguda (Israel’s LGBT Task Force) teamed up with gay songwriter Doron Medalie to make people wait before they could get to see and listen to any of his many songs on YouTube. Instead they had to listen to a series of interviews lasting a full two-and-a-half hours about LGBT rights.
With over 50 hit songs, including ‘Toy’, which won the Eurovision Song Contest, Medalie is one of Israel’s most prolific songwriters.
He invited many other stars of Israel’s music scene to join him in his ‘waiting room’, leading performers like Noa Kirl, Eliad Nahum, Stephan, Nikki Goldstein, Gal Ochovsky and many others.
Results
Unfortunately Doron and the rest of the Israeli LGBT community are still waiting for equal rights to be granted.
Our Thoughts
On the next two pages of the magazine is a campaign that also set out to turn pre-roll ads into a creative opportunity, getting people not to skip but to stay and listen.
In this campaign, however, and unlike the EXTRA® Support Acts idea, the musicians are silent. For good reason, of course.
People will always say how much they hate advertising but both these campaigns demonstrate that when there is a relevant and interesting idea, they don’t think of it as advertising. So they don’t skip, they engage.