Have fun with your pimples! That was likely the thinking of Gideon Amichay, Chief Creative Officer and partner at Shalmor Avnon Amichay/Y&R in Tel Aviv, Israel, when he created a campaign for Clearex acne treatment gel. A pimply-faced, 5-meter-tall climbing wall at Israel’s largest climbing center exposed 8,000 teenagers per month to the brand during their summer holidays. Teenagers entered their friends’ photos online and pimpled their faces liberally. The only way for the friend to remove the pimples? Use “online” Clearex, of course. This campaign gained over 2.7 million exposures and 25,000 active surfers in under 48 hours.
Wednesday, September 30, 2009
Pimple Climbing
Have fun with your pimples! That was likely the thinking of Gideon Amichay, Chief Creative Officer and partner at Shalmor Avnon Amichay/Y&R in Tel Aviv, Israel, when he created a campaign for Clearex acne treatment gel. A pimply-faced, 5-meter-tall climbing wall at Israel’s largest climbing center exposed 8,000 teenagers per month to the brand during their summer holidays. Teenagers entered their friends’ photos online and pimpled their faces liberally. The only way for the friend to remove the pimples? Use “online” Clearex, of course. This campaign gained over 2.7 million exposures and 25,000 active surfers in under 48 hours.
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