The Brief
Gatecrasher partnered with LiveLighter to challenge public perceptions around junk food consumption. The campaign aimed to break through strong mental barriers and prompt personal recognition of unhealthy eating habits.
Many people don’t identify the food they eat as ‘junk,’ making it difficult for traditional health messages to land. This high level of self-exclusion meant we needed to disrupt denial in a relatable and immediate way.
The Solution
We set our creative execution in the exact moment people decide what to eat (e.g. staring at a menu) then transformed that menu to show the confronting reality: toxic fat and disease. This visual jolt created a powerful link between choice and consequence, embedding a behavioural trigger at the point of decision.
Outdoor
Radio
The Outcome
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