Elmex wanted to promote their anti-cavities toothpaste, under the tagline “Helps prevent cavities” and asked Shalmor Avnon Amichay advertising agency in Tel Aviv to find a surprising way to expose it.
Shalmor Avnon Amichay/Y&R Interactive in collaboration with Israel’s largest bowling chain created 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.
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