Promote Clearex acne treatment gel to teenagers during their summer break.

We decided to have them meet every pimple 'up-close and personal'.We erected a 5 meter tall poster, featuring a teenage boy, which we 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, we rearranged the climbing grips placing them where pimples usually appear on the face.

It was fun!TV and press enjoyed it too and the brand received free media coverage.Sales increased by 23% vs. 2009.*This was part of a larger campaign which also included print ads