They created a special design for lockers in 15 of the most popular fitness clubs in Israel (2.000-2.500 members per club). They used two rows of lockers to create a mouth with teeth. Opening a locker gave the ilusion that there was a hole in one of them. To complete the experience, a product sample and additional information about the touthpaste and its benefits were waiting inside the locker. In one month 35.000-40.000 people were exposed to the message.
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel.