# Dream-Crushing Dairy Ads The Saudia Milk Campaign Encourages People to Take Care of Their Bones By Meghan Young | Published 2014-05-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/saudia-milk References: [adeevee](http://www.adeevee.com/2014/05/saudia-milk-broken-dreams-print/) & [impactbbdo](http://impactbbdo.com) 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](https://www.trendhunter.com/trends/silk-ad) 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." ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 29% | Activity: 42% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Bone Health Awareness:** Opportunities for disruptive innovations include creating new supplements, foods, and technology to help prevent bone injuries and improve bone health. - **Personalized Nutrition:** Opportunities for disruptive innovations include utilizing genetic testing and AI to personalize nutrition plans for individuals to help improve bone health. - **Visual Storytelling:** Opportunities for disruptive innovations include using creative and impactful visual storytelling in advertising and marketing campaigns to raise awareness about bone health and injury prevention. ### Where This Applies - **Dairy:** Opportunities for disruptive innovations include developing dairy products that contain higher levels of bone-strengthening nutrients and minerals. - **Health and Wellness:** Opportunities for disruptive innovations include creating new products and services that promote bone health and injury prevention, such as supplements, fitness programs, and medical devices. - **Advertising:** Opportunities for disruptive innovations include utilizing creative and impactful storytelling methods in advertising campaigns to raise awareness about bone health and injury prevention. ## Related on Trend Hunter - [No-Nonsense Cereal Campaigns](https://www.trendhunter.com/trends/shreddie-for-anything.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Joyful Protein Milkshake Campaigns](https://www.trendhunter.com/trends/shake-ya-can.md) - [Heartfelt Beverage Campaigns](https://www.trendhunter.com/trends/a-real-boost.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Alternative Butter Ads](https://www.trendhunter.com/trends/crush-expectations.md) - [Organic Milk-Focused Campaigns](https://www.trendhunter.com/trends/this-milk-means-business.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md)