This Campaign for Danone Densia Features Skeletal Wayward Youth

By: Alexander Lam - Published: Jul 24, 2013 • References: densia & ibelieveinadv
A series of ads promoting Danone Densia yogurt feature skeletons acting like mischievous children. The print ads show illustrated youth doing things like lighting farts on fire, throwing fireworks down toilets and waking people up with loud noises. However, the people in the ads are all stripped of their skin, flesh and organs. Accompanying the eerie ads is text stating "Densia with calcium and vitamin D. Young bones forever."

Ad agency Y&R designed and executed the ads on behalf on Danone. The ads were targeted towards older consumers in the Brazilian market. Y&R's promotion attempts to convince viewers that eating Densia lets you feel young again. By showing mischief and pranks, the ad agency is playing on nostalgia to help spectators remember what being young is like. Stats for Morbid Mischief Ads Trending: Older & Popular
Research: 64,167 clicks in 148 w
Interest: 4 minutes
Concept: Danone Densia
Related: 52 examples / 40 photos
Segment: Neutral, 35-55+
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