Dana Schossberger
Studio Team at Leo Burnett Israel
Bnei Brak, Israel
TitleDoron Medley and friends are waiting for lgbt rights
Agency
Campaign PHOTOBOMBING YOUTUBE
Advertiser LGBT Israel Task Force
Brand LGBT Israel Task Force
Date of First Broadcast/Publication 2018 / 8
Business Sector Institutional/Public Interest/Non-Profit Org.
Philosophy The LGBT Israel Task Force (‘The Aguda’) and renowned Israeli composer and song writer Doron Medalie are launching together with Google a very unusual Youtube experience. An experience that effectively turns pre-roll ads to any of Medalie’s many hits into a waiting room where people wanting to listen to his songs will have to patiently wait while listening to a series of interviews.

Although unknown to the world until his breakout Eurovision winning international hit ‘TOY’ performed by Neta Barzilay, Doron Medalie is in fact one of Israel’s most prolific song writers. With over 50 hit songs in his repertoire, ‘Acum’ (Israeli music’s copyright organization) estimates that in 2018, no less than 10 hit songs written and composed by Medalie are played at any given wedding in Israel. Songs like "Tel Aviv", "Revolution of Joy," "Just Want to Dance," "Caramel, "Golden Boy” (Eurovision 2016) and many more. But the irony is that while many of Medalie’s songs are used to celebrate weddings, he himself can only be a guest at those weddings as gays don’t have the right to marry in Israel. That’s why, as an outspoken member of the LGBT community, Doron decided to do something about it and ‘photobomb’ his own YouTube hits to get his message out to the public.

To do that, Medalie created a virtual waiting room on YouTube which is in fact a two and a half (!!!) hour long pre-roll ad that will be activated every time someone plays one of Medalie’s songs. A waiting room where viewers will be invited to join Medalie as he talks to friends and guests about the subject of LGBT rights until they are granted to him and others like him by law.

Among the guests hosted in Medalie’s antechamber are some of the country’s leading music stars like Noa Kirl, Eliad Nahum, Stephan, Nikki Goldstein, Gal Ochovsky and many other artists and celebrities as well as representatives of the various bodies that are taking part in the LGBT community’s struggle, like the members of the parents of gay children organization ‘Tehila’, youngsters belonging to ‘IGY’ (The Israeli Gay Youth organization) and other activists outraged by the injustice carried out against the LGBT community who cannot marry, adopt or use surrogates to become parents in Israel.
But the intricacy of the pre-roll campaign does not stop there as every pre-roll’s opening statement has been tailored to suit the song chosen and kick off the discussion of LGBT rights from a different angle. So if the song chosen was ‘Aba’ (which means Dad in Hebrew), the pre-roll’s opening statement will relate to the fact the LGBT community in Israel is barred from adopting or using a surrogate to become a parent. If the song chosen was “Heaven” – the opening statement will allude to the fact Spain is gay heaven as members of the LGBT community there are allowed to marry but not in Israel.

The campaign developed together with BBR Saatchi & Saatchi, comes on the heels of last month’s #Proudstrikers project – a one-day nationwide strike instigated by the agency following the flash passing of a new anti-surrogacy law by the Israeli parliament that urged the LGBT community to stay away from work and demand their equal rights (a highly successful campaign that saw amongst others companies like Apple and IBM issue public statements in support of their LGBT employees). Medalie’s new campaign is in fact the second installment in a series of campaigns created to further the rights of Israeli homosexuals, lesbians and trans-genders and make sure the Israeli Parliament grants them equal rights by law – a fight that touches Medalie and many of his friends on a very personal level.
Media Type Pre-Roll
Length
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Project Management and Concept
CCO
Digital Creative Director
Creative Team
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VP Client Services
Client Management
Strategist
Marcom
Traffic
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Studio Manager
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ATL Studio Manager
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