Dance Group Avantgardey Redefines Joint Health for Caltrate

Caltrate, a leading brand in bone and joint health, launched its latest campaign with internationally renowned dance group, Avantgardey, aimed at redefining joint health.

Recognising the prevalence of joint discomfort and its impact on daily life, Caltrate, in collaboration with creative agency VML Hong Kong, has developed a multi-platform campaign centred around the captivating energy of Avantgardey. The campaign highlights the importance of healthy joints for everyday movements, from climbing stairs to performing intricate dance routines.

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

The visually captivating video featuring Avantgardey's signature style, seamlessly blends artistic expression with everyday activities, emphasising 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.

The comprehensive campaign extends beyond video, encompassing a robust digital and social media presence, high-impact in-train video takeovers across the Hong Kong MTR network, and interactive activations at partner stores.