To raise awareness and donations for elderly people and holocaust survivors in need, McCann Tel Aviv, "caught" the entire nation in the exact moment when they were able to understand how it feels like to be really hungry.

Yom Kippur, also known as Day of Atonement, is the holiest day of the year in Judaism. Its central themes are atonement and repentance. Jewish people traditionally observe this holy day with an approximate 25-hour period of fasting and intensive prayer, often spending most of the day in synagogue services.

McCann placed strategic ads on TV and outdoor to spread their message.