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Elmex toothpaste: Dude, where are the holes?


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Elmex wanted Shalmor Avnon Amichay/ Y&R Interactive Tel Aviv 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 please go to:
http://www.youtube.com/watch?v=1_qIXY2Ht7A
Credits Other credits

Account Director: Adam Polachek

Account Supervisor: Tal Cohen

Account Executive: Revital Levy

Production: Hagai Ramati

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