Toxic Ads

BACKGROUND
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 and the children’s hospital Sant Joan de Déu, to launch a campaign that instead of saving patients' lives, could end them.

IDEA
We created TOXIC ADS, an OOH campaign made from the very proteins that threaten the lives of PKU patients. Using mechanical drying and grinding, we extracted proteins from everyday food and turned them into ink. With this newly created toxic ink, we printed dangerous posters that imitate the same code of communication used by the health authorities with toxic products. The posters were displayed in hospitals and across the country. Donations were possible thanks to a QR code.

In addition to the posters, we printed toxic letters that were delivered directly to the politicians, making a bold plea for funding and urging them to make PKU a priority on their agenda.