ANCHOR- FLYING DOGS

TitleANCHOR- FLYING DOGS
BrandFONTERRA COMMERCIAL TRADING(SH) COMPANY LIMITED
Product / ServiceANCHOR MILK
CategoryB04. Posters
EntrantPROXIMITY CHINA Shanghai, CHINA
Idea Creation PROXIMITY CHINA Shanghai, CHINA

Credits

Name Company Position
WaiFoong Leong BBDO and Proximity China Chariman and Chief Creative Officer, Greater China
Awoo Lai BBDO and Proximity China Chief Creative Officer, BBDO Shanghai
Yanchay Tan BBDO and Proximity China Executive Creative Director
Tim Ding BBDO and Proximity China Creative Director
Shuang Zhang BBDO and Proximity China Group Head
Ivan Chi BBDO and Proximity China Senior Art Director
Larry Jin BBDO and Proximity China Business Director
Lily Yao BBDO and Proximity China Traffic Assistant
Lena Ping BBDO and Proximity China Traffic Leader
Anthony Xie BBDO and Proximity China Producer
Victor Hu BBDO and Proximity China Visual Engineer
Jinkin Zhu BBDO and Proximity China Studio Manager
Jerry Chen BBDO and Proximity China Artist

The Campaign

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.

Creative Execution

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.

Indication of how successful the outcome was in the market

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.

To adapt from the global direction - GoStrong. We targeted on Tier-1 cities in China, mostly Shanghai and Beijing. Our target audiences are young adult and family who enjoy modern lifestyle.