Shalmor Avnon Amichay / Y&R Interactive Tel Aviv and Toshiba got together and decided to link its extra large screen LCD with the Euro 2008 the biggest football event of the year - by using the proximity of the pages in a double page spread to illustrate how close you feel to the action when watching one of these TV's.

Innovative use of media
We wanted consumers to experience the thrill of watching football on a TOSHIBA extra large LCD screen.
To emphasize the experience we used the media in a unique way:
We composed the double-spread ad in a way that involves the readers, makes them turn the newspaper around and lift it up.
We actually transformed the ad from 2D to 3D, and the audience – from passive to active.

The result
Best selling month ever for TOSHIBA extra large screens.

Advertising Agency: Shalmor Avnon Amichay / Y&R Interactive Tel Aviv
Chief Creative Officer: Gideon Amichay
Creative Director: Nir Livni
Copywriter: Eylon Goren
Art Director: Eyal Carmi

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.