Hong Kong – Bone and joint health supplement Caltrate has launched its latest campaign with internationally renowned dance group, Avantgardey, aimed at redefining joint health. The campaign was done alongside creative agency VML Hong Kong.
This multi-platform campaign is centred around the captivating energy of Avantgardey, and highlights the importance of healthy joints for everyday movements, from climbing stairs to performing intricate dance routines.
Moreover, the visually captivating video featuring Avantgardey’s signature style, seamlessly blends artistic expression with everyday activities, emphasising the crucial role healthy joints play in our lives.
This creative approach aims to resonate with individuals experiencing joint discomfort, encouraging them to consider Caltrate UC-II Joint as a solution for restoring mobility and reclaiming an active lifestyle.
The comprehensive campaign extends beyond video, encompassing a robust digital and social media presence, high-impact in-train video takeovers across the Hong Kong MTR network, and interactive activations at partner stores.
Kym Ma, group creative director at VML Hong Kong said: “Avantgardey’s iconic movements embody the incredible demands we place on our joints daily. By connecting their artistry with the science behind Caltrate UC-II Joint, we aim to spark a conversation about joint health and empower individuals to take control of their well-being.”
