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Bus shelter with a slit for inserting beauty magazines. Headline says: shed your weight problem here

Client: NEDIC

Project: Digital / Experiential / OOH / Print 

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ADCC Award Merit

Studies show that looking through fashion magazines make women feel bad about their bodies. This campaign for the National Eating Disorder Information Centre, targeted fashion leaders and marketers who promote a dangerously thin look, and was designed to shock them into thinking twice before casting a skeletal model or indulging in photoshop excess.


Although this campaign ran in 2010, it picked up steam again years later when a company with a mission to empower girls posted a photo of the campaign on Facebook. The post was shared 9K times.

Print ad of a baby sitting on beauty magazines.
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Art Director: Marketa Krivy

Copywriter: Troy McClure

Creative Director: Zak Mroueh

Agency: Zulu Alpha Kilo

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