To create brand awareness and bring to life Crest's core message: 'Healthy smiles for life', in the shopper environment.

Paper that is impossible to tear is the heart of this entry.

An interactive poster - a classic, tear-a-coupon-from-below-poster.The teeth of the caricature were the coupons and people were encouraged to tear-off a coupon for a free dental test.The twist - the poster was printed on rip-proof paper. Yes, such a thing does exist - it's called 175gsm synthetic paper. This clearly suggested that a Crest user had strong teeth and that was a great reason to choose Crest.

The poster was displayed in Crest retail outlets and pharmacies across Dubai. The result was customers with sore fingers, smiles when they realised the gag and an overall improvement in Crest sales.