To create a campaign to make Anchor Calcium Enriched Milk stand out from the crowd of competitive milk category

We selected dogs as our approach mainly to differentiate from the crowd and it’s relevant to our target audience lifestyle where they love pet and most of them will prefer dog. The tone was light-hearted and yet realistic, so we designed and crafted the dogs with frightening eyeballs and fear expression. The dogs are nonstop flying extremely far away to south pole, dessert and salt lake. We also dramatized and crafted the scenarios in these unusual places with extreme condition and bad weathers to enhance the drama of the stories. The poster series was consisted of three light box, the scale of each light box was 150 x 300cm.