Elmex toothpaste bowling ball

Elmex wanted to promote their anti-cavities toothpaste, under the tagline “Helps prevent cavities” and asked them to find a surprising way to expose it. They collaborated with Israel’s largest bowling chain with branches in all major cities in the country. 140 bowling balls with no holes were randomly mixed with the regular balls on all the bowling lanes. 3 round stickers designed to look like the holes on the bowling ball were placed where the holes should have been. The stickers carried the message “Elmex – Helps prevent cavities”. The campaign was launched on December 2009 (peak holiday season in Israel) and is still running.

to view the video on YouTube:
http://www.youtube.com/watch?v=1_qIXY2Ht7A

Advertising 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 Production: Hagai Ramati

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