| Titulo | Dislike Petition |
| Agência | Y&R Israel |
| Campanha | Dislike Petition |
| Anunciante | Atzum |
| Marca | Atzum |
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| Data da primeira Transmissão/Publicação | Somente assinantes |
| Produto | Somente assinantes |
| Sector Empresarial | Somente assinantes |
| Problema | Somente assinantes |
| Tipo de Mídia | Case Study |
| Executivo de contas | G..i Ma.....an Somente assinantes |
| Supervisor de conta | Y..l ..z Somente assinantes |
| Supervisor de conta | A....ay K...an Somente assinantes |
| Director de arte | ..n K....ni Somente assinantes |
| Director de arte | ..l A...am Somente assinantes |
| Redator | L...n Be.....ov Somente assinantes |
| Redator | S...on R...el Somente assinantes |
| Redator | O..n M..r Somente assinantes |
| Director criativo | Y...v T..g Somente assinantes |
| Director criativo | S..i Bl....rg Somente assinantes |
| Director executivo criativo | T..r G...n Somente assinantes |
| Chief Creative Officer | G...on A....ay Somente assinantes |
| YouTube Artist and Producer | ..y D...n Somente assinantes |
| Executive Client Director | ..l Fi....in Somente assinantes |
Be hated
Atzum is an Israeli association which wants to raise awareness against human trafficking. On the internet and on social networks, people wants their videos or comments to be liked. Its agency SAA Y&R has decided to go in the opposite direction in creating what is become the most disliked video on youtube. We follow a man who is going to a mall to buy a woman who is exhibited in a shop window among others. At the end, people are asked to disliked what they have seen.