Fundación PKU - "Fish"

VMLY&R Health

VMLY&R Health Madrid, Spagna

3503

Questo spot fa parte della collezione ACT Responsible

Marca: Fundación PKU
Paese: Spagna

Cliente: Fundación PKU

Titolo	Fish
Agenzia	VMLY&R Health
Campagna	The most unfair diet
Cliente	Fundación PKU
Marca	Fundación PKU
Data di Prima Diffusione/Publicazione	2023 / 3
Settore	Istituzioni/Associazioni
Slogan	Trapped in the most unfair diet
Trama	Phenylketonuria, most known as PKU, is a rare, hereditary metabolic disease with no cure at the moment. Any protein food, such as meat, fish, or egg, must be eaten in extremely small quantities and with a great precision. A milligram or down of food protein intake can cause irreversible brain damage and even death. But worst of all is that currently a biosensor device to measure blood’s protein level isn’t existing, so the Fundación PKU is soughing to raise funds to finance its design, development and commercialization, which would allow for a real-time monitoring of blood protein levels. Only with this device we would be able to guarantee that PKU patients eat in a safe, non-hazardous manner.
Filosofia	With this graphic and detailed illustration campaign carried out by the renowned illustrator Roberto Junaka, we want to raise awareness on the unfair reality of these people in a simple, direct, and visually attractive way: showing patients trapped in their own diet foods.
Tipo di Media	Stampa e stampati
Group Creative Director	João Jackel
Art Director	Raúl López
Art Director	Rodrigo Cabello
Copywriter	César Pérez
Creative Director	Leo Rincón
Copywriter	Catalina Segura
Copywriter	Heather Hamilton
Graphic Designer	Lucía de Pablos
Chief Creative Director	Natxo Díaz
Illustration	Jun Nakashima
Copywriter	Natxo Díaz
Creative / Art Direction	Leo Rincón
Creative / Art Direction	João Jackel
Junior Art Director	Jero Rincón