Hijack

Aquafresh White & Shine does not only clean teeth, it also helps to make them whiter. So when over 5000 billboards are left empty and white, the perfect moment to put a smile on people’s faces is a fact.
In less than 24 hours we claimed over 1500 billboards, reaching 670.000 commuters. And because of broad media attention, another 400.000 people after the activation. And like Aquafresh White&Shine toothpaste the stickers left no residue. They were easily removed, leaving only the positive impact of this guerrilla activation.
Mischa Schreuder Creative Director Publicis Groupe Nederland: “The empty signs at NS-stations, that millions of commuters pass daily, offered a unique opportunity for this guerrilla activation. Of course, our minds immediately went to our client Aquafresh when we were confronted with the white ad signs. Together we decided to bring a bit of humor to the stations.”
Janet Boonstra, Brandmanager Aquafresh: “We appreciated the humorous idea Publicis presented to us by claiming this current affair that was sweeping the nation. Also, it fits Aquafresh to a T. Especially Aquafresh White& Shine that helps to get a whiter smile.”