Have fun with your pimples! That was likely the thinking of Gideon Amichay, Chief Creative Officer and partner at Shalmor Avnon Amichay/Y&R Interactive in Tel Aviv, Israel, when he created a campaign for Clearex acne treatment gel. A pimply-faced, 5-metre-tall climbing wall at Israel’s largest climbing centre exposed 8,000 teenagers per month to the brand during their summer holidays. The agency’s online take on the same predicament earned it a perch on 2009 Cannes Cyber Lions shortlist. Teenagers entered their friends’ photos online and pimpled their faces liberally. The only way for the friend to remove the pimples? Use ‘online’ Clearex, of course. This campaign gained over 2.7 million exposures and 25,000 active surfers in under 48 hours. – Tuija Seipell
