"PICKY EATING TODAY, TOMORROW'S EXCUSE"

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PediaSure is a delicious nutrition drink that complements a healthy diet for kids who are behind in growth.

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In 2019, Pediasure ran a campaign to raise awareness about the negative effect of lacking nutrition to kids above one year old. Target audiences the campaign aimed to is new generation moms who raise their kids based on science facts and information rather than traditional ways.
 

The brief for a digital key visual came with a negative headline "Picky eating today, tomorrow's excuse", which is quite unusual to a Vietnam's advertising campaign. The challenge here is how to demonstrate the idea in the least negative way.
 

So the solution we gave to our clients is using familiar stuffs to children, a jenga and a balance swing in two options as a metaphor for a gloomy future without a strong physical fundamentals. And with no shooting budget, we tried to utilize stock photos available combining with some simple 3D renders to visualize our ideas.

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The campaign ran mainly on digital channel through FB, DM, and digital banners.

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CREDIT

Agency: Cheil Vietnam  |  Creative Director: Martin Sutcliffe  |  Designer: Uyen Ng.