Oral-B: You're Out

May 29, 2019Filed under Integrated and Health, Beauty

There was one day of the year when only 100% clean was good enough - Yom Kippur. It’s the holiest day of the year and Jewish people repent for their sins and fast for 25 hours. The country shuts down – no traffic, no media, no eating. If you eat anything – even the smallest morsel of food – during that period, you are destined to an early death, according to Jewish law. It’s no wonder that 70% of Israelis observe the fast… just to be on the safe side! And a mouth that’s anything less than 100% clean could mean you accidently swallow some of the food particles lodged between your teeth.

We hijacked the day with a 100% clean teeth message. Instead of a boring Dentist ad we've used a true Rabbi instead. We gained backing from Israel’s rabbinical authority and amplified their advice through digital, out-of-home, print and eCommerce. A live demo was conducted, pitting a manual brush against Oral B's, proving our 100% claim. The results – certified by an eminent dentist and Israel’s highest rabbinical authority, proved that only electric brushing could save fasters from sin.

Advertising Agency:Acw Grey, Tel Aviv, Israel
Media Company:Mediacom Connections Israel
Production:Keshet Group, Bulldozer
Pr Company:Stern Ariely Saar
Ceo:Amir Guy, Yaron Farizon, Pupi Ariely
ACW Grey TelAviv:Amir Guy
Chief Creative Officer:Tal Riven
Creative Directors:Yonatan Title, Asa Keren
Senior Copywriter:Shay Chikotay
Senior Art Director:Moti Rubinstein
Global Chairman:Per Pedersen
Europe Creative Chairman:Eduardo Maruri
Mediacom:Yaron Farizon
Comms Planning Director:Gilad Kat
Client Service Director:Shimi Hamias
Commercial Director:Yulia Shavelzon
Planning and activation leader:Dana Wolfsfeld
Cmo:Roni Shacham
Stern Ariely Saar:Pupi Ariely
Pr Manager:Michal Bar- Tal
Producer:Cherish Perez de Tagle
Editor:Samantha Neal
Storyteller:Ed Webster
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