Sadly, there are many ways in which dreams can be crushed, but those that are in people's control sting even more; enter the Saudia Milk ad campaign. It promotes drinking Saudia Milk in order to prevent broken bones, which can dash away some people's goals of becoming a professional ballerina or martial artist. This is cleverly depicted through the motions of a dancer and fighter as they progress towards an injury and then into a common office or warehouse job.
The Saudia Milk ad campaign was conceived and executed by Impact Bbdo, an ad agency based in Dubai, United Arab Emirates. It was art directed by Sergio Araya and Gonzalo Palavecino with creative direction by Fadi Yaish. The Saudia Milk ad campaign reads, "Don't let your bones break your dreams."
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