Over 120,000 Filipinos died of heart disease in 2017, according to World Health Organization. That was 337 deaths per day. 14 people per hour.
So, to get more Filipinos have their heart checked, The Medical City Hospital did not just create an ad campaign. It created three new brands in the food and beverage industry.
Lola Deds’ Restaurant.
Cafe La Kanakasbu.
Araiku Alak.
The Brands That Kill.
Three delicious, decadent and deadly brands on the internet.
Each brand was launched with your typical yummy-looking social posts and played the most inviting promotional spiels — each one designed to make people more and more uncomfortable.
Because instead of selling them actual brands, the posts sold them the causes of heart attack.
These fake ads ran everywhere — from social media to official hospital websites. And people were noticing.
But the best thing about it is that these ads didn’t just make people hungry, but make them think about what they were eating… and they ended up selling them a one-way check-up ticket to The Medical City.
