Israel Cancer Association- Watch Out For Unusual Skin Marks

Israel is the no. 2 state in the world with people suffering from skin cancer. Skin cancer can be discovered by a simple checkup for unusual spots and stains on one's body. In order to Increase public awareness for skin cancer and get people to go and get checked, they came up with a new creative solution, using the environment as the media. They found real stains on sidewalks near the beaches of Israel, and placed framed stickers around them. Thousands of people were exposed to the framed stains, all with the same surprised and overwhelmed reaction.

Credits:
Client: Israel Cancer Association
Agency: GITAM/BBDO, Israel.

Ikea Staircase: Organise Space

Ikea's storage products are about innovative ways to save space. To bring to life the fact that being organised means saving space; and to utilize the store's main staircase in a creative way by presenting it as a chest of drawers, with everything inside neatly organised, highlighting the efficient use of space in an impactful way, its agency in Malaysia came up with this creative idea.

Credits:
Client: Ikea
Agency: Lowe & Partners Kuala Lumpur, Malaysia.

Elmex: Guarding Against Tooth Cavity

Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel 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 illusion that there was a hole in one of them. To complete the experience, a product sample and additional information about the toothpaste and its benefits were waiting inside the locker. In one month 35.000-40.000 people were exposed to the message.

Credits:
Client: Almex
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel.

Don’t Drink & Drive- An Awareness Campaign By Department Of Transportation in China

In the past two years the department of transportation in China has reported more than 52,000 accidents and over 116,000 deaths as a direct result of drink driving. Research proved that drivers are 16 times more likely to have an accident when they are drunk.
So, in order to draw the attention to this potentially fatal fact, DMG Beijing, China placed 16 lamp-posts across the street in Beijing’s busy club district, with a message that read- “If you drink and drive, you are 16 times more likely to have an accident.”
The ambient idea stopped traffic and pedestrians, and was talked about in other media’s too. Flyers were also placed under the windscreen wipers of cars in the surrounding area as a reminder not to drink and drink

Credits:
Client: Department of Transportation (China)
Advertising Agency: DMG Beijing, China
Chief Creative Officer: Dan Mitz

All China Women Federation : Hold Your Hand Against Domestic Violence

This ambient poster appeared on swinging doors in offices and shopping malls. it stopped people in their tracks. More importantly, it helped to stop domestic violence in China.

Credits:
Client: All China Women Federation
Agency: DMG Beijing, China.

Clearex: Acne Treatment; up close and personal

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".

Credits:
Client: Clearex
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel.

TV3: Hitched@ 8PM

A good stag do often ends with the groom being hand cuffed semi-naked to a street sign - which is exactly what they did to help promote the premier of the new reality TV show Hitched (which follows kiwi couples in the lead up to the big day). The text on his chest written in lipstick reads "Hitched tonight 8PM TV3".

Credits:
Client: TV3
Agency: Colenso BBDO Auckland, New Zealand.

L'Oreal: Sun Screen Protection

Making an awareness campaign to prevent skin cancer. In addition to conduct the sampling of L'Oreal Mexico La Roche-Posay's sunscreen to the public and generate traffic to www.myskyncheck.com. Through an instrument known as "solmaforo" which consists of measuring in real time the intensity of UV rays through a sensor, was drawn the attention of passersby and motorists. It was generated a considerable increase in sales and created awareness and educate consumers about the risks of sun exposure without proper protection.

Credit:
Client: L'Oreal
Agency: Grupo Ferrer Comunicación, Mexico.

NIKA Shoe Repair: Stilettos & Street Grates Dont Get Along

Naturally, shoe cobblers love flimsy heels and the grates on the streets hat trap them. A broken stiletto heel was "stuck" in a street grate next to its better half in a busy tourist district a block away from Nika, a local shoe repait store. Chalked onto the sidewalk were the words NIKA SHOE REPAIR and NEXT RIGHT, directing pedestrians to the shoe repair store.

Credits:
Client: Nika Shoe
Agency: Immersion Creative, Canada.