The strongest bones are in Jakarta

Dumocalcin is a chewable calcium supplement, but it had a very low brand awareness in Indonesia.

To increase the level of awareness amongst consumers that Dumocalcin promotes strong bones Publicis Jakarta chose a fly-over in the busiest street in Jakarta and turned its supporting columns into giant bones using fibreglass coverings.

Everyday passers by were exposed to the branding and the perception that by chewing Dumocalcin, you will have strong bones.

Credits – ECD: Randy Rinaldi. CD: Roy Sagala. Art Directors: Yohannes Chayadi, Eddu Enoary, Randy Rinaldi. Copywriters: Dono Yuniarto, Roy Sagala. Agency Producer: Ungky Widyoastono. Typographer: Yohannes Chayadi. Senior Account Director: Iwana Frederika.