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PKU is a rare and incurable disease that transforms proteins from common foods such as meat, egg or fish, into highly toxic substances, causing irreversible brain damage and even death.
Their only hope lies in the development of a biosensor capable of measuring blood protein levels in real time - a life-saving device that could drastically change their future. But without the necessary funding, this vital solution remains out of reach. That's why, to raise awareness and funding, we partnered with PKU Foundation to launch a campaign that instead of saving patients' lives, could end them.
So using mechanical drying and grinding, we extracted proteins from everyday food and turned them into ink, to create an OOH campaign made from the very proteins that threaten the lives of PKU patients.
Roles: Creative Director/Head of Art
GSK - TOGETHER (COMING SOON)
ONEMI - EMERGENCY RADIO
OUIGO - THE UN-INTERRUPTED PLAYLIST
AFA ZAMORA - THE IMPOSSIBLE ORDER
RUAVIEJA - TOCK TICK
CV - WHOEVER HAS LIVED IT KNOW WELL
OUIGO - TRAFFIC VIOLATIONS
BEIGENE - UNSILENCED WORDS
PERSONAL PROJECT - IRREVERSIBLE
HP - LIFE IS PRINTED IN EVERY MOMENT
SANTANDER - LET’S ASK FOR A CHANGE
ARCHIVE - PRINT & DESIGN