To dramatize the product superiority, visually we make it drama and light-hearted to create the curiosity by showing the dogs flying in the middle of the air. We can imagine there’s someone fetching the dogs, because they are extremely strong and powerful, it drag the dogs nonstop flying far far away.

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.

Our series was ran in Xu Jia Hui Subway Station in Line 11, one of the most high-traffic subway station in Shanghai, everyday around 191,800 commuters passing by, many of whom stopped to look at the campaign and took photos.

And the campaign raised awareness of Anchor Calcium Enriched Milk.