To expose the target audience, teenagers during their summer break, to Clearex acne treatment gel in a surprising and unexpexted way. A poster 5 meter tall, featuring a teenage boy, placed on a climbing wall located in the largest and most active climbing center in Israel (1,100 square meters). In order to create the acne illusion they rearranged the climbing grips, placing them where pimples usually appear on the face. Thousands of teenagers were exposed to the climbing wall (8,000 per month) during their summer vacation and met every pimple "up-close and personal".
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel.