Despite being the No 2 selling energy drink in Europe, Dark Dog is not a well-known brand in the Southeast Asian market. While Red Bull focused on extreme outdoor experiences, we positioned Dark Dog as the brand that lets you have more fun by giving you more energy.

Our objective was to use this brand positioning and increase its brand awareness in the region.

It's said that life's a game. But sometimes it doesn't feel that way with the reality of everyday life. We took a fun look at how stressful challenges can be made enjoyable by creating unique, video game-style posters. Life can, after all, be a game.

Brand awareness and sales for Dark Dog have been good. From a new entrant in the market, they are now a strong third in the energy drinks marketplace in Singapore.