Elmex is a brand of toothpaste manufactured by GABA International AG, a European manufacturer of branded oral care products. They wanted to suprise people and show them that Elmex is the perfect product to prevent cavities. Together with Young & Rubicam (Shalmor Avnon Amichay) they’ve made a brilliant interactive campaign.

They’ve collaborated with Israel’s largets bowling chain. 140 bowling balls were ordered and randomly distributed amongst all bowling halls. The one thing these bowlingballs didn’t have were holes. Instead of the holes, Elmex placed three stickers saying: “Helps prevent Cavities. Elmex”



Company: Elmex
Agency: Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv
Country: Israel

If only there were as much creative ideas in Belgium as there were in Israel, I can’t say it enough!
Again a simple idea, but it would put a smile on my face if I see this in real life!



Company: Elmex
Agency: Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv
Country: Israel

Like I said a couple of days ago, Israelian advertising agencies are doing an incredible job. And every time it’s Young & Rubican Tel Aviv that pops out for me.
This again is a textbook example of good media usage. Love it!

Company: Elmex
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Country: Israel