The Vienna Capitals are the toughest team of the Austrian ice hockey league. To make that claim visual, billboards for Mentadent toothpaste have been marked by a "black tooth" of the CAPS to create the impression of a tooth gap.

Due to creative media usage and without any media budget we were able to increase match attendance during the campaign by 12% (compared to pre-campaign numbers), to reach 4,045 visitors on average per game.