Elmex wanted to promote their anti-cavities toothpaste, under the tagline "Helps prevent cavities" and asked them to find a surprising way to expose it. They collaborated with the leading bus company in Israel, and printed over 600,000 season tickets (an entire year's supply). One side of the ticket was a regular season ticket, while the other side looked like human teeth. Whenever a passenger got on the bus, the driver punched the ticket thus creating a hole in the "tooth". Over 600,000 people were exposed to the creation of the hole and to the message: "Elmex - Helps prevent cavities".
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel.