The custom-made 'parachutist' appears in the outdoor campaign as if he has landed in the wrong spot - underlined by the tagline: 'Slightly off target? Life needs an Anchor'. Developed by outdoor creative company, Visibility, the ads are an extension of a Leo Burnett-created print campaign to build a new brand positioning, using the platform that Anchor smooths out life's challenges.
Visibility's design business manager, Ken Leong, said: "Anchor wants to reach a younger market. But in order to achieve this goal, we had to do something unusual and out of the ordinary."
The campaign was launched after Asia Pacific Breweries reformulated Anchor, currently perceived as a cheap beer for older workers.
