One man's sorrow is another man's toothpaste
After a legal dispute, 5,000 advertising spaces at the train stations in Amsterdam, Utrecht, Rotterdam and The Hague remained white. Publicis Nederland and Aquafresh used this opportunity for a guerrilla action.
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Because the poster sites of the national transport operator Nederlandse Spoorwegen were not put out to public tender, the French media company JCDeaux filed a lawsuit. Thus, the operators Exterion Media and Ngage Media were prohibited from using the poster sites.
The many empty poster sites provided the ideal opportunity for Publicis to launch a guerrilla campaign. With all that white, the agency had to think of its client Aquafresh. Together, the agency and the toothpaste manufacturer took advantage of the empty billboards to promote the Aquafresh White & Shine product and put a smile on the faces of passers-by with a little humor.
In less than 24 hours, over 1,500 billboards were covered with toothpaste stickers that - as the toothpaste itself claims - left no residue when removed. The ambient guerrilla campaign reached several hundred thousand commuters and received high media attention.
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