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Elmex wanted to promote its anti cavities toothpaste in an effective yet inexpensive way.
It was proposed that Elmex should create a media out of the nation's bus tickets.
This involved working with the leading bus company and printing a year's supply of season tickets for the entire country.
On one side of each ticket, normal journey details appeared. On the other side there was a set of teeth and the brand line 'Elmex helps prevent cavities.
It was only when the ticket was clipped by the bus driver that Elmex's message came to life: clip by clip, each tooth developed a hole or 'cavity.
Over 600,000 people saw the promotion - and as a result of it, Elmex sales increased by more than 15%.
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