Fundación PKU - "Egg"

VMLY&R Health

VMLY&R Health Madrid, Spain

1147

This ad is part of the ACT Responsible Collection

Brand: Fundación PKU
Country: Spain

Advertiser: Fundación PKU

Title	Egg
Agency	VMLY&R Health
Campaign	The most unfair diet
Advertiser	Fundación PKU
Brand	Fundación PKU
Date of First Broadcast/Publication	2023 / 3
Business Sector	Disease Awareness, Support Groups & Associations
Tagline	Trapped in the most unfair diet
Story	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.
Philosophy	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.
Media Type	Print
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