Caltrate redefines joint health with Japanese dance group in new campaign

Calcium supplement brand Caltrate (佳存) has partnered with creative agency VML Hong Kong and media agency Publicis Media to launch a new campaign that aims to redefine joint health.

Recognising the prevalence of joint discomfort and its impact on daily life, the “Caltrate joint UC-II total mobility campaign” features the all-female Japanese dance team Avantgardey, known for their synchronised dance moves and funny expressions.

Centred around the energy of Avantgardey, the multi-platform campaign is developed to highlight the importance of healthy joints for everyday movements, from climbing stairs to performing intricate dance routines.

A spokesperson from VML told MARKETING-INTERACTIVE that the campaign targets joint pain sufferers who are actively looking for new and effective treatments to relieve their joint pain. While the entire campaign will run through 2025, the materials featuring Avantgardey will be available until the end of 2024.

As part of the campaign, a video has been launched featuring Avantgardey's signature style, which seamlessly blends artistic expression with everyday activities, highlighting 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.

Moreover, a behind-the-scenes video has been released to further engage the audience, revealing that members of Avantgardey also experience joint pain and that the product enables them to move with joy.

The campaign extends beyond video, incorporating a digital and social media presence, key visuals, in-train video takeovers across the Hong Kong MTR network, and interactive activations at partner stores.

“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,” said Kym Ma, group creative director, VML Hong Kong.

MARKETING-INTERACTIVE has reached out to Caltrate for more information.

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