Sygt Sund Mad
The challenge was to create a digital campaign about millennials and their food habits. The debate about health has become a jungle because of all the different experts and theories. People have lost their common sense when it comes to healthy diet. The purpose of this campaign is to bring back people’s common sense through critical design.
The danish population are known as being sarcastic and ironic, which is embedded in this campaign. The name of the campaign is Sygt Sund Mad (translated Sick Healthy Food) which includes a serie of fictive food products and a webshop. It’s not possible to actually buy the products at the shop but it’s meant to inform the audience about healthy common sense and the purpose behind the campaign.
The design is simple with a clinical look to express the unnatural ingredients in the products. As a sender we have chosen Forbrugerrådet Tænk, which is an organisation who fights for the customers rights.
We want to bring back the common sense by demonstrating the truth about claims on food products. Light products and low fat are not always a better choice and you don’t need protein-added products in your daily diet. The concept is to provocate but still entertain by displaying millennials stupidity with the use of humor.
Media: Name, identity, packaging, website Targetgroup: Millennials Schoolassignment, 2019 Products: protein broccoli, sugar free banana, low fat salmon
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