Strength fuels passion

10. Craft Kancils [10.13a Art Direction: Single]

Product/Service:

Food & Beverage

Client:

Abbott Malaysia

Brief:

Position Ensure Gold as the champion of muscle health by raising awareness about Sarcopenia, showing how Ensure Gold strengthens muscles, empowering older adults to pursue their passions despite aging.

Solution:

The campaign visualizes strength with physically built typography in a rugby kit, symbolizing the inner power driving an aging player. A single dramatic light source and sunrise gradient convey hope and resilience. The realistic photography captures the player's grit, sweat, and movement, reinforcing the message: 'Strength Fuels Passion,' highlighting how Ensure Gold supports muscle health and passion.

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