Our goal was to raise awareness of the amount of fat in our daily diet. To achieve this, we set out to find an innovative as well as shocking new way to communicate the specific fat content of various foods. We printed posters with the fat we extracted from these kinds of food and hung them in crowded places. Well placed, those few posters had a huge effect on people and spread rapidly via Facebook, blogs and other social media.

Our insight came, when we examined food items, which we knew contained a lot of fat. Most of them were already visible through the wrapper, because all the fat was getting itself visible. So, we decided to use this effect as leverage. We extracted the fat of various foods and used it to paint our layouts on paper. Hung against the backlight of a CLP, one could see our message clearly.

Besides raising awareness of a healthier diet, we raised the traffic of the Barmer GEK website while the campaign was running. Numerous blogs and websites talked about the first posters, made of real fat. In being very different to all the other health related ad campaigns, we managed to actually impress people and to establish Barmer GEK as the health insurance company to go to for innovative and thoughtful solutions.