To demonstrate Yellow Pages classification ”X-ray”
we made the word ”X-ray” visible only when turning the page
in the magazine while exposing it to a source of light,
in the exact same manner that a real x-ray is read by a radiologist.
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv Date: January 2010 Chief Creative Director: Gideon Amichay Executive Creative Director: Tzur Golan Creative Director: Yariv Twig Art Director: Karmel Kamal Abuzlaf Copywriter: Lior Shoham Photographer: Menachem Reiss Executive Client Director: Adam Avnon Account Supervisor: Shiran Chen Barazani Account Manager: Ester Smilg