Elmex wanted to promote their anti-cavities toothpaste, under the tagline 'Helps prevent cavities' and asked us to find a surprising way to expose consumers to their product.

We created a media out of the monthly bus ticket.In collaboration with the leading bus company in Israel, an entire year's supply of season tickets was printed for the entire country.One side of the ticket was a regular season ticket,while the other side looked like human teeth.

Over 600,000 people were exposed to the creation of the hole and to the message: 'Elmex - Helps prevent cavities'.This campaign is still running.To this date Elmex sales have increased by more than 15%.The campaign only cost 20,000$.

Whenever a passenger got on the bus, the driver punched the ticketthus creating a hole in the 'tooth'. Consumers buying a ticket, were intimately exposed to our message for two weeks-one month (the average usage time ofthe season ticket) and even got to take this experience home with them. A constant reminder that Elmex 'Helps prevent cavities'.