Dark Dog: SOCCER STAR

Credits & Description:

Advertiser: DARK DOG
Agency: Y&R SINGAPORE
Category: Print and Poster Ads
Writer: Joshua Hepburn (Y & R Singapore)
Art Buyer: Kirby Ho (Y & R Singapore)
Art Director: Jon Loke (Y & R Singapore)
Art Director: Kittisak Poonnotok (Y & R Singapore)
Account Management: Sanjay Bhasin (Y & R Singapore)
Chief Creative Officer: Farrokh Madon (Y & R Singapore)
Writer: Farrokh Madon (Y & R Singapore)
Creative Director: Jon Loke (Y & R Singapore)
Media: Kelly Khoo (Clear Channel)
Account Management: Melvin Kuek (Y & R Singapore)
Illustrator: Pok Ching Hai (Pok Ching Hai)

Brief Explanation
Despite being the No 2 selling energy drink in Europe, Dark Dog is not a well-known brand in the Southeast Asian market. Our objective was to increase its brand awareness in the region.

Outcome
As a result of the campaign, brand awareness increased by 56% and sales of the product went up 29%.

Implementation
We turned normal poster sites at bus stops into pop-up theater. Each specially built 12-sheet poster told an entertaining story of a Dark Dog drinker with the energy to go through life’s ups and downs.

Client Brief Or Objective
To promote Dark Dog Energy Drink as a catalyst for fun experiences in life.