Dumocalcin: Giant Bones

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.