THE MOST UNFAIR DIET

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Phenylketonuria, most known as PKU, is a rare, hereditary metabolic disease with no cure at the moment. Any protein food, such as meat, fish, or egg, must be eaten in extremely small quantities and with a great precision. A milligram up or down of food protein intake can cause irreversible brain damage and even death.

But worst of all is that currently a biosensor device to measure blood’s protein level isn’t existing, so the Fundación PKU is soughing to raise funds to finance its design, development and commercialization, which would allow for a real-time monitoring of blood protein levels. Only with this device we would be able to guarantee that PKU patients eat in a safe, non-hazardous manner.

With this graphic and detailed illustration campaign titled ‘The most unfair diet’ carried out by the renowned illustrator Roberto Junaka, we want to raise awareness on the unfair reality of these people in a simple, direct, and visually attractive way: showing patients trapped in their own diet foods.

sketching

Brand: Fundación PKU
Brand team: Alfonso Lügstenmann
Advertising Agency: VMLY&R Health Spain
Chief Creative Officer: Natxo Díaz
Head of Art / Creative Director: Leo Rincón
Group Creative Director: Joao Jackel
Copy: César Pérez, Catalina Segura, Heather Hamilton
Art Direction: Raúl López, Rodrigo Cabello
2D Illustration: Lucía de Pablo
Lettering: Jero Rincón
Illustration: Roberto Junaka

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