This is a slightly perplexing print advertisement campaign launched by Italian eating disorder association, ABA, to create awareness among people regarding this disorder. The campaign seems to be emphasizing that some people are so obsessed with eating that they cannot even think beyond food. The advertisements are showing tow pale looking women trying to communicate the message but could not make it apparent or understandable to others as they were coded in a list of edible items. The main idea was to highlight eating disorder affecting people adversely, which seems to be partially achieved.
The presentation of the campaign is somewhat confusing in its appearance and the message too somewhat not seems to be clear enough for many at first glance. However, the idea of coding words into edible articles was quite remarkable but it certainly needs a very good execution to make it remarkable. The text of the ad reads, ‘Many use food to communicate their need for help. Only a few understand that’. The campaign was developed by DDB, Milan, Italy.
Via Hout Lust
