Dumocalcin is a practical chewable calcium supplement , but the problem is, it has a very low brand awareness. How do we create instant awareness amongst consumers that Dumocalcin promotes strong bones? Publicis Jakarta dramatize Dumocalcin's benefit in a unique and impactful way: We choose a fly-over in the busiest street in Jakarta and turned its supporting columns into giant bones using fibre glass coverings. Everyday people pass by and are exposed to the branding and the perception that by chewing Dumocalcin, you will have strong bones.
Copy translation: DUMOCALCIN. CHEWABLE CALCIUM TABLET. Client: Actavis Indonesia Agency: Publicis Jakarta Executive Creative Director: Randy Rinaldi Creative Director: Roy Sagala Art Director: Yohannes Chayadi / Eddu Enoary / Randy Rinaldi Copywriter: Dono Yuniarto / Roy Sagala Agency Producer: Ungky Widyoastono Typographer: Yohannes Chayadi Senior Account Director: Iwana Frederika Country: Indonesiavia www.coloribus.com