Dow Design came to us looking for creative for a TVC concept that could be rolled out across not one but 13 countries (mostly tiny Pacific Island ones). Focusing on Anchor Blue as the hero product, we developed the Anchor Taste Express, an express manned by a group of ‘muscle packs’ complete with arms and legs. This was a fun way to capture kids' attention and communicate the health benefits of drinking dairy. After completing the TVC we created the key assets for promotions, competitions, POS and outdoor. This 360 degree approach enabled true capitalisation of story development and asset creation. Building a campaign out from the core narrative idea provided consistency and layering of brand message that proved to be very effective.