Teenagers have been given added exposure to Clearex acne treatment gel this summer in Israel, through pimple climbing. A poster five meters tall, featuring the face of a teenage boy, was placed on a climbing wall located in the largest and most active climbing center in Israel. In order to create the acne illusion the agency rearranged the climbing grips, placing them where the pimples usually appear on the face. Thousands of teenagers were exposed to the climbing wall (8000 per month) during the summer vaction, with a chance to meet every pimple up close and personal.
The Pimple Wall was developed at Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, by chief creative director Gideon Amichay, executive creative director Tzur Golan, creative director Yariv Twiq, art director Meron Sasson, copywriter Sharon Refael, account director Adam Polachek, account supervisor Dana Cogan, account executive Anat Ruderman, producer Hagai Ramati and photographer Menachem Reiss.