Clearex Print Clearex: Planes by Y&R Tel Aviv

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Clearex: Planes

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Industry Health & Pharmaceutical Products
Media Print, Magazine & Newspaper
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Yariv Twig
Creative Director Oren Meir
Photographer Ezra Gozo Mantzur
Account Supervisor Revital Levy
Illustrator Shira Nathan
Released April 2012

Credits & Description

Category: Illustration
Product/Service: PIMPLE CREAM AID
Chief Creative Officer: Tzur Golan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Creative Director: Yariv Twig (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Creative Director: Oren Meir (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Copywriters: Lior Shoham (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Art Director: Shira Nathan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Illustrator: Shira Nathan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Executive: Tal Fishbain (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Supervisor: Revital Levy (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Manager: Shiran Ohana (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Photographer: Ezra Gozo Mantzur
Photoshop: Yeremi Meir
Retoucher: Raul Pardo
Media placement: Print Ad - Magazine - 28.12.11

Describe the brief from the client
Mediline, a drug and dermo-cosmetics Company, wanted to advertise a print campaign for their pimple-treatment gel, 'Clearex'. They wanted to reach teenagers dealing with pimples in a fresh, unique manner.

Describe the challenges and key objectives
Our challenge was to approach the teenagers in a way that would make them relate to the ad and to the product without making them feel 'cursed' with acne. We wanted to make them understand, in a humorous way, that popping pimples would only make their situation worse, and by treating the pimples with Clearex instead of popping them, they could overcome their problem.

Describe how you arrived at the final design
We decided to focus on the finger-nails used to pop the pimples. We designed nail polish illustrations on fingernails, each fingernail holding part of a story. The print campaign shows how both fingers are put together, pop a pimple, a story is put together, showing the catastrophe.
1. An angry bull versus a matador holding his red cape in one hand and sticking out his middle finger with the other
2. An airplane with a captain focusing on the flight attendant rather than the way, versus a small jet plane
3. A kid holding an open lighter versus a punk farting while eating beans

Give some indication of how successful the outcome was in the market
The ads were published 6 months ago, and created a buzz among teens. After being chosen to be one of our agency's most prominent works of 2012, the ads were also published in a special article in Israel's most prestige newspaper, Yediot Aharonot.