PediaSure Height Is In Your Hands
10. Craft Kancils [10.16a Advertising Photography: Single]
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Links:
Product/Service:
Nutrition milk
Client:
Abbott Laboratories
Brief:
Although Malaysia's child stunting rate is growing, moms don't prioritise height gain in their kids. Abbott wants moms to understand the importance of height in teenage children's growth, by pushing the message of #RealGrowthRealResults for their PediaSure 10+ product - a milk that maximises height gain for teens during their final growth spurt at 10-15 years old.
Solution:
Stunted growth doesn't just affect children's heights, but also their dreams and futures. We show that PediaSure 10+ is committed to nourishing teens' all-rounded growth, by capturing the real reasons moms would want their teens to catch up in height.
We do this with a photograph used as a key visual in our campaign: Height Is In Your Hands.
The visual features a young man on his daily train commute to work. He is trying to hold on to a handrail that's too high for him - an example of a struggle that teens with stunted growth may encounter when they start their careers. This gives moms and teens a sense of urgency to take control of their height for the sake of the future.
