Fractured fairy tales

Campaign

X-Ray Casts

Client

Anchor

Agency

Colenso BBDO

Two-thirds of Kiwi kids don’t have enough calcium in their diets. But it’s almost impossible to engage with both them and their parents in a meaningful way in order to convince them to drink more milk. In 2016 Anchor launched its new brand platform, ‘Go Strong’. The positioning was cemented in the belief that the good nutrition that dairy offers can strengthen people from the inside out. And when people feel strong both physically and emotionally, they have the courage to give anything a go. But