Yellow Pages in Israel has commissioned a print advertisement demonstrating the “X Ray” category. The word ”X-ray” visible only became visible in the process of turning the page while exposing it to a source of light, in the exact same manner that a real x-ray is read by a radiologist.
Credits
The X Ray campaign 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 Twig, art director Karmel Kamal Abuzlaf, copywriter Lior Shoham, executive client director Adam Avnon, account supervisor Shiran Chen Barazani, account manager Ester Smilg, and photographer Menachem Reiss.
