The aggressive marketing strategy of the food industry has led us to believe that food is something that’s easily accessible. We can eat whatever we want, wherever we want, whenever we want. But there are some in Quebec who experience a much different reality. In this creative, we wanted to stop people in their tracks so they could think twice about the food taken for granted every day. The “skip” mechanism was a powerful tool to demonstrate this luxury of choice unavailable to over 400,000 people who go hungry in Quebec.

In order to create the full skip button effect, we developed a full 15-second pre-roll with a fake button. Knowing +80% of Internet users skip pre-rolls, the first 5 seconds featured a generic spot for ribs that could easily be ignored and skipped. We were also able to customize the video’s programming to turn off the click function for the first 5 seconds, so the video wouldn’t pause or redirect users when our dummy button was clicked. This function was integral to our execution and the media placement played an important role in allowing us to implement this tailored solution.

Food Banks of Quebec saw 4x their usual web traffic. The organization also saw a spike in donations and volunteers following the launch of the ad.