Dumocalcin is a practical chewable calcium supplement , but the problem is, it has a very low brand awareness. How do we create instant awareness amongst consumers that Dumocalcin promotes strong bones? Publicis Jakarta dramatize Dumocalcin's benefit in a unique and impactful way: We choose a fly-over in the busiest street in Jakarta and turned its supporting columns into giant bones using fibre glass coverings. Everyday people pass by and are exposed to the branding and the perception that by chewing Dumocalcin, you will have strong bones.
Copy translation: DUMOCALCIN. CHEWABLE CALCIUM TABLET.
Client: Actavis Indonesia
Agency: Publicis Jakarta
Executive Creative Director: Randy Rinaldi
Creative Director: Roy Sagala
Art Director: Yohannes Chayadi / Eddu Enoary / Randy Rinaldi
Copywriter: Dono Yuniarto / Roy Sagala
Agency Producer: Ungky Widyoastono
Typographer: Yohannes Chayadi
Senior Account Director: Iwana Frederika
The Outdoor Advert titled Giantbones was done by Publicis Indonesia advertising agency for product: Dumocalcin (brand: Dumocalcin) in Indonesia. It was released in the Jul 2010.