During the Jewish Holiday of Hanukkah, Latet, a humanitarian aid organization, wanted to create a unique fundraising event. In collaboration with Shaker, an app that turns Facebook into a virtual bar, Latet created a one-of-a-kind fundraising event– a street party inside Facebook. Famous celebs, who received special avatars, held live performances inside the virtual street party. In addition, users could chat and take pictures with them. Users that donated by texting received a virtual Latet T-shirt that showed everybody they had donated. The party self-promoted itself and reached 2 million unique users. Most importantly- Latet signed on 129 new volunteers. Shaker is a Facebook application which essentially aims to turn Facebook into a virtual bar via a social game. It has won the Techcrunch disrupt startup contest 2011.
Digital advertisement created by Y&R, Israel for Latet, within the category: Public Interest, NGO.
Chief Creative Officer: Tzur Golan
Executive Creative Directors: Sagi Blumberg, Roy Cohen
Art Director: Einat Dotan
Copywriter: Liron Ben-Yacov
Flash Designers: Noam Beeri, Itay Wolfson, Ohad Tsaroom, Roman Rozanov, Ilya Phatelevich, Ofri Aizenberg