This is an intelligent publicity effort for Elmex by Shalmor Avnon Amichay/Y&R Interactive Tel Aviv. The aim of this effort was to convey a message that Elmex helps prevent cavities.
They selected popular fitness centres in Israel to display the message. The way they conveyed the message was highly unique and intelligent. Lockers were created with doors which resembled tooth. So, the lockers have an overall appearance of a mouth which shows teeth. When someone opens one locker, there will be a product sample and additional information inside the locker.
Credits:
Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel
Chief Creative Director: Gideon Amichay
Executive Creative Director: Nir Livni
Creative Director: Eylon Goren
Art Directors: Shay Kirshenzvaig, Erez Avshalom
Copywriters: Or Sitt, Elran Levy
Account Director: Adam Polachek
Account Supervisor: Tal Cohen
Account Executive: Revital Levy
Photographer: Shlomi Arbiv
