We picked strategic locations of billboards for this campaign located on main roads within the city where we knew people are cycling and walking during Yom Kippur- in which no cars are allowed on the roads. We changed these billboards to clocks counting backwards in real-time towards the end of the fast - placing a huge McRoyal burger (the name of the quarter pounder in Israel) with the headline: hungry, he?By that we took people by surprise using an ordinary media in a unique way and in a time and place they didn't expect - while the restaurants are closed and making them hungrier and eager for the end of the fast and the opening of the restaurants.

In Israel there is a saying that the year has only 364 days because Yom Kippur is not even considered a day for work and advertising. So of course using that day for special advertising made lots of buzz. TV stations' newspapers advertising blogs and more talked about it mentioned it and made this unique advertising bigger than it was, to our surprise the sales also jumped in almost ten percent compares to Yom Kippur in the year before!!!