Client:
Super-Pharm, a leading retail pharmacy chain in Israel and Poland, offering a broad range of products across pharmaceuticals, vitamins, beauty, and wellness.

Challenge:
Super-Pharm wanted to create an unforgettable campaign to promote its seasonal personal care sale — a category often seen as mundane and overlooked by consumers. The challenge was to transform everyday toiletry products into a source of excitement and wonder, driving attention and engagement during a highly competitive holiday retail season.

Creative Solution:
We crafted a whimsical, hand-made world inspired by the magic of a circus. Collaborating with the acclaimed Inbal Pinto and Avshalom Pollak Dance Company, we reimagined toiletry items as props in a playful, gravity-defying performance. Every element — from oversized product models to fantastical set designs — was built manually by artists, without relying on post-production effects. Professional dancers and stunt masters brought the surreal environment to life, emphasizing authenticity, craft, and emotional connection in every frame. The campaign's centerpiece proudly declared: “Toalético Fantástico! A celebration of personal care products, now at Super-Pharm.”

Impact:
The campaign captivated audiences, turning an everyday category into a festive experience, and generated significant buzz across top industry platforms including Ads of the World, Ad Age, Best Ads on TV, AdForum, The Stable, DesiCreative, Coloribus, Marcomm, Adeeve, Advertolog, and Adland.
The work was awarded the Grand Cactus for Craft — the highest recognition at Israel's premier creativity competition — affirming its excellence in production, artistic execution, and brand storytelling.