White & Shine billboards by Publicis Groupe

Toothpaste brand Aquafresh and Publicis Groupe claimed white ad signs of the NS (National Railways) in Amsterdam, Utrecht, Rotterdam, and The Hague. Due to a media conflict where NS didn’t tender their public out-of-home advertisement spaces they were, by judicial decree, forbidden to use them commercially. This resulted in 5,000 white spaces on all NS stations. Enter Aquafresh, who grasped this opportunity to bring a smile to the faces of all commuters.

The ad signs were operated by Exterion Media and Ngage Media. The French JCDecaux filed a lawsuit and won it, resulting in white spaces at all the stations and in all the ad locations.

Aquafresh White & Shine does not only clean teeth, it also helps to make them whiter. So when over 5,000 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 the brand claimed over 1,500 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.