Cannes Lions

AQUAFRESH TOOTHBRUSH

ACW GREY , Tel Aviv / GLAXO SMITH-KLINE / 2010

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Overview

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Credits

Overview

Execution

We wanted to create awareness by using a supplementary media in a unique way. We noticed that like people, rotating billboards also have a day routine: 3 ads turn one after another continuously.

We decided to show how this harmonious routine is disturbed when food gets caught in the middle. We created the first ever intentionally stuck rotating billboard.

We took the biggest rotating billboard in Israel, placed in one of the busiest intersections in Tel-Aviv, and stuck a giant piece of corn between its teeth. The billboard was stopped in the middle of its turn, between different ads, including ours. This way the billboard showed how food caught between your teeth can ruin your day, while the solution is Aquafresh's ''Between Teeth'' toothbrush.The specially built billboard drew attention and maximised the TV campaign by connecting the consumers to the brand in a fresh and more engaging way.

Outcome

The results were amazing. Awareness of Aquafresh's toothbrushes increased by 20%, and the entire stock of ''Between Teeth'' toothbrushes was sold out within only two weeks.Throughout retail chain stores and pharmacies all over the country, there wasn't even one toothbrush left on the shelves. The chain stores, sales agents and of course the client, were extremely pleased.

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