VML adds a little bit of agency to the mindless act of clicking "skip" on a YouTube pre-roll ad with this activation in collaboration with the Australian police. To spread awareness about Missing Persons in the country, the agency bought pre-roll space that transformed the usual "Skip" button into "Yes I have (seen)" and "No I haven't (seen)," so people were forced to think a little before they clicked. The ads used geo-location targeting to show you persons that were missing near you. The ads saw 1.2 million views over five days. And best of all, 238 people clicked "Yes."
Jack Neff on 04.17.2015