The advert that launched VITAVM13 with a real protruding shoelace won the third Award in succession! Back in December 2004 it had already been chosen as Advert of the Month at www.die-beste-dentalanzeige.de. In August 2005 it received the internationally coveted reddot design award – for which more than 3000 entries had been submitted from 26 countries that year. In addition, it was nominated for the Design Award of the Federal Republic of Germany 2007 in April 2006. The Design Award of the Federal Republic of Germany is the only design award to be officially presented by the federal government. It is hosted by the Federal Minister for Economics and Technology and organized by the German Design Council. The award is presented annually for outstanding design products in the fields of product and communication design. As with the award-winning VITA teeth campaign, the eye catching advert was created in collaboration with Cologne-based Studio Laeis.