Barmer Gek: Fat Posters, 5

People eat too much fat. Barmer Gek health insurance asked us to make people aware of how much fat their food contains. So we created posters made out of fat. We extracted the fat from popular dishes and designed posters with it. The fat of one product for one poster – no more, no less. In a complex chemical process, we extracted the fat from five different dishes and airbrushed it on white paper. The result: five fat posters.

Advertising Agency: Serviceplan, Munich, Germany
Chief Creative Officer: Alexander Schill
Executive Creative Director: Maik Kaehler
Creative Director: Christoph Nann
Copywriter: Andreas Schriewer
Art Director: Roman Becker
Design: Felix von Pless
Account Manager: Ines Herbold
Producer: Bianca Schreck
Programmer: Steffen Knoblich


andylefty's picture
4539 pencils

what a lovely thing.

kleenex's picture
35352 pencils

What a great set of ads.

macnell's picture
169 pencils


feysal's picture
2550 pencils

wow! ok so the added are printed with actual fat?....cos thats amazingly clever and thought provoking!

groovy baby!

Moscabianca's picture
13 pencils

The creative idea is very nice, the implementation very complicated and certainly expensive, but mostly I wonder what degree of influence has had a communication campaign on people. I think the message is very light and very incisive. That might be better to say that to dispose of 30 grams of fat you have to do two hours of physical activity and fat does not go away within a month.

somecopywriter's picture
1108 pencils

This rocks, I think I am falling in love with Serviceplan.

alex valyukh's picture
alex valyukh
265 pencils

the next year's Cannes winner

have a nice day

Rt_solo91's picture
119 pencils

i understand its message but i feel like the font makes me want to eat that cake rather than not.

caamagno's picture
55 pencils


raynold's picture
336 pencils

liked the typo

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