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Amgen

Porcelain Bones

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Porcelain Bones, a promotional campaign launched for the occasion of World Osteoporosis Day to raise awareness among women over the age of 50, to encourage them to read up about it on tout-sur-osteoporose.fr and be diagnosed.

Osteoporosis is a degenerative bone disease, weakening bone mass by reducing its resistance by 40%.
This disease affects 1 out of 3 women over the age of 50...

A collection of four porcelain plates were created with a porosity 40% higher than normal, making it as fragile as a bone affected by osteoporosis.
These plates which break upon the slightest contact and depict the bones most affected by fractures were sent to the influencers accompanied with the following message: “Untreated, osteoporosis makes the bones as fragile as this porcelain”.

Awards

Clio
x1

Credits

Xavier
Beauregard
Chief Creative Officer
Aurélien
Bigot
Artistic Director
Benjamin
Le Coz
Copywriter
Jessica
Thomas
Annabelle
Rousseau
PR Manager