Children (and their parents) don’t dream of desk jobs. They dream of becoming athletes and performers. And strong bones are essential for these physically demanding roles. We wanted to communicate this in a visually interesting manner.

We based the idea on the insight that if your bones break, you can’t get to your dream. And for this we based our design on the angle and motion involved during different performances. In one seamless motion, we see the dream transform into something more menial.

Sadafco wanted to convey that Saudia Milk is good for strong bones and the poster successfully communicates this in an engaging way.