Giant Bones Bridge

Giant Bones Bridge

To demonstrate the benefits of chewable calcium tablets, bridge columns on the busiest street in Jakarta, Indonesia were replaced with 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?

We 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 fiberglass coverings.

Everyday people pass by and are exposed to the branding and the perception that by chewing Dumocalcin you will have strong bones.

Dumocalcin. Chewable Calcium Tablet.

The strongest bones in the world!