Pimple Climbing
Clearex approached Y&R Tel Aviv with the challenge to expose their target audience (teenagers during their summer break) to Clearex acne treatment gel in a surprising and unexpected way. Y&R Tel Aviv chose to interact with teenagers in a place they hang out during their summer holidays—a rock-climbing center. A poster 5 meters tall featuring a teenage boy was 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 illusion of acne, 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.” The location became a great attraction for teenagers and received tremendous media exposure in social networks and Internet sites, both nationally and internationally.