A large size festive table (15 meters) lifted high above the ground at Rabin Square, the emotional center of Tel Aviv, making it unreachable.

Beyond the visual experience, speakers were installed, providing not just a compelling sight but an aural experience as well: the ambience of a holiday family dinner.

Platform workers lifted the table with special ropes above the ground. The table was a festive one, with chairs, plates, wine glasses, flowers and silverware -- all secured in place with screws or heavy duty glue to keep the exhibit safe from winds.

Weights were used to stabilize the table, as it hung in the air for seven days. A surround sound system of speakers was connected to the table itself, so it truly emanated the festive dinner atmosphere.

At night, a coordinated display of lights painted the table -- and all of Rabin Square -- with the colors of the brand. The square itself remained open to passers-by, and those who were most curious could pass under the table itself. This added touch required additional precautions, including iron poles, stabilizing weights and bars, and a 24-hour guard on the installation itself.

Dozens of volunteers awakened observers to the challenge demonstrated by the table, providing information and collecting data as well. This weeklong kick-off set the stage for Latet’s most important annual project.

The Unreachable Meal earned media coverage on television, in newspapers, on news sites and all over social media. It was featured on Channel 2 News (the strongest in Israel), Channel 10, Ynet – Israel’s #1 news site, The Jerusalem Post, and many more.

It raised the eyes of journalists to something NEW. It created a single, consistent narrative of what it means – and how it feels -- when a festive meal is unreachable.

“The Unreachable Meal” was the starting point of the annual donation project by Latet. The full project raised 8,423,000 shekels.