FAT

ClientBBC CREATIVE
Category A03. Online: Fiction & Non-Fiction
TitleFAT
Product/ServiceBBC THREE
Entrant BBC London, UNITED KINGDOM
Idea Creation BBC CREATIVE LONDON, UNITED KINGDOM
Credits
Name Company Position
Laurent Simon BBC Creative ECD
Aidan McClure BBC Creative ECD
Adam Thompson BBC Creative Creative Director
Andy Parkman BBC Creative Creative
Ben Reeves BBC Creative Photographer
Nicole Coleman BBC Creative Producer

The Campaign

To provoke conversation amongst our young audience, we put specially designed, gory health warning stickers, like on cigarette packets, on everyday consumables like burgers and soft drinks and asked whether this would make people think twice before reaching for the cronuts.

Creative Execution

• We created our own product range that had stickers on warning people about the health risks associated with these foods. The stickers mimicked those you get on cigarettes and likewise had shocking images to put people off, these images were actual stills from the autopsy programme. We then photographed these products and created posters and a short film.

• To help draw attention to BBC Three’s new documentary, Obesity: The Post Mortem, we wanted to highlight the message of the show that eating fatty and sugary foods can be as damaging to your body as smoking. So to provoke conversation amongst our young audience, we put specially designed, gory health warning stickers, like on cigarette packets, on everyday consumables like burgers and soft drinks and asked whether this would make people think twice before reaching for the cronuts.