The Brief
Many people are unaware of the link between junk food and cancer, and traditional health messages often fail to cut through. We needed to create something visually arresting and memorable to disrupt complacency and spark conversation.
This hard-hitting campaign highlighted the link between junk food consumption and 13 types of cancer. Using bold visuals and unexpected storytelling, it was designed to grab attention and shift attitudes around diet and disease.
The Solution
We began the story inside a human stomach, revealing a hidden cancer before dramatically reversing out to expose the culprits: burgers, choc muffins and soft drink.
The visceral concept combined shock, surprise and clarity to ensure the message landed.
Outdoor
Radio
The Outcome
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