Despite being the No 2 selling energy drink in Europe, Dark Dog is not a well-known brand in the Southeast Asian market. Our objective was to increase its brand awareness in the region.

We turned normal poster sites at bus stops into pop-up theater. Each specially built 12-sheet poster told an entertaining story of a Dark Dog drinker with the energy to go through life’s ups and downs.

As a result of the campaign, brand awareness increased by 56% and sales of the product went up 29%.