The idea is to show how TNT can be that extra something that pushes people to do what they really want. We created a series of 4 posters simulating a boxing ring where the characters are pushed by a giant boxing glove with the TNT logo towards the situation they are afraid of.

The situations (A teacher who is afraid of teaching a class; a stage-frightened singer; a shy clubber and an unsure manager) and the type of illustration (black and white pen-inked comical characters, being pushed by a red boxing glove into an imaginary ring) were chosen so it would be more appealing to the audience. As a result, we had a powerful, but fun campaign.

The sales of TNT Energy Drink where the posters were hanged went up, and the posters even became some sort of collectibles for young people.

The sales of TNT Energy Drink where the posters were hanged went up, and the posters even became some sort of collectibles for young people.