Many of the world’s best ideas are elegantly simple. They don’t have to be huge actions to be impressive, or effective, either. This elegantly simple idea is by Ford, BBR Saatchi & Saatchi and Leo Burnett Israel for Latet, Israel’s largest NGO battling food poverty.

Food has become a critical issue in Israel.  29.3% of households in Israel suffer from food insecurity. This means that 1 in 3 families do not have enough food as opposed to 1 in 5 before the COVID-19 pandemic (20.1%).

The problem is growing and previous volunteer numbers no longer suffice. While the need for food packages has never been this high, there are fewer and fewer volunteers to pack the boxes and distribute them to those in need.

With the high Jewish Holiday season around the corner, Ford teamed up with Latet and issued a nationwide call to people looking to buy a car and test drive a Ford, to use their test drive to do some good along the way by distributing holiday food packages to families in need. Good for Ford’s business. Good for Latet’s needs. Good for Israel.

Credits: 

Client: Ford (Delek Motors Israel) & Latet Food Bank

Agency Credits: BBR Saatchi & Saatchi and Leo Burnett Israel 
Chief Executive Officer: Yossi Lubaton

Creative Vice President Leo Burnett Israel: Ami Alush
Creative Vice President BBR Saatchi & Saatchi: Igal Ezra
Creative Team: Lee Harush, Itamar Paradny, Oren Ben Naim, Achiya Darshan, Nitzan Amir & Tomer Attal
Account Vice President: Aviv Benzikri
Account Supervisor: Lior Ben Izhak
Account Executives: Or Fitussi & Adi Neuberger
Production Vice President: Iris Yisraeli
Agency Producer: Orly Vilenski
Strategic Vice President: Yossi Joe Baruch
Strategist: Asaf Nerson
Marcom Director: Eva Hasson
Traffic: Ronit Doanis
Studio Manager: Lea Avram Vayzer
Studio Team: Zehava Gonen Greenberg, Roni Rappoport, Idan Perets, Dana Schossberger, Sophie Alon, Yulia Zak, Liat Harel, Jenny Gindus & Oren Bar

Production Company: Og
Director: Yoram Ever Hadani