Titolo | Board - PKU |
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 | Billboard |
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 |