Elmex - bus

Cavities on the bus
Description:
Elmex wanted to promote their anti-cavities toothpaste, under the tagline "Helps prevent cavities" and asked us to find a surprising way to expose it.

We collaborated with the leading bus company in Israel, and printed over 600,000 season tickets (an entire year's supply). One side of the ticket was a regular season ticket, while the other side looked like human teeth.

Whenever a passenger got on the bus, the driver punched the ticket thus creating a hole in the "tooth". Over 600,000 people were exposed to the creation of the hole and to the message "Elmex - Helps prevent cavities.

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Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel
Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yaneev Avital
Art Director: Nathan Freifeld
Copywriter: Oz Frenkel
Account Director: Adam Polachek
Account Supervisor: Tal Cohen
Account Executive: Revital Levy

Brand name: Elmex
Generic name/category: Toothpaste
Company: Elmex
Country/Market: Israel, Europe
Indication(s)/Category: cavities prevention
Target: Consumers (DTC)
Tagline: Helps prevent cavities
Medium: Print ad
Size/duration: Promotional item
Publication/Aired: July 2009

To see all of this brand's ads on AdPharm, click here
From Wikipedia:
Elmex is a of toothpaste that has been sold since 1962. It is manufactured by GABA International AG, a European manufacturer ofed oral care products. It was the first toothpaste to contain the organic amine fluoride (AmF) olaflur as an active ingredient for protection against dental caries. Elmex is often sold together with Aronal which should be used in the morning. Aronal contains vitamin A to protect the gums against inflammation.

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