BUS TICKET by Y&R Tel Aviv for Elmex

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BUS TICKET

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Industry Oral Hygiene
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Creative Director Yaneev Avital
Art Director Nathan Freifeld
Copywriter Oz Frenkel
Account Supervisor Tal Cohen
Released July 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: ELMEX
Product/Service: TOOTHPASTE
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Executive Creative Director: Tzur Golan
Creative Director: Yaneev Avital
Copywriter: Oz Frenkel
Art Director: Nathan Freifeld
Account Manager: Revial Levy
Account Supervisor: Tal Cohen
Other Credits: Executive Client Director: Adam Polachek
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL

Description of Ambient execution
To promote Elmex anti-cavities toothpaste under the tagline "Helps prevent cavities", we collaborated with the leading bus company in Israel, and printed an entire year's supply of season tickets for the entire country (ap. 600,000 tickets). One side of the ticket was a regular season ticket, while the other side looked like human teeth. Whenever a passenger got on the bus, the driver punched the ticket creating a hole in the "tooth".