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The Fabio Nutritionist campaign revolves around the common term ‘food baby,’ at least common in those parts of the world where food is abundant. Images of unorthodox ultrasounds take precedence throughout the print ads. They are made unorthodox because instead of seeing fetuses, people are treated to sights of undigested food from a whole pig to a burger. The latter reads, “Twins? Nope. A double burger.”
Conceived and executed by Festo, an ad agency based in Cascavel, Brazil, the Fabio Nutritionist campaign cleverly shows that people who feel bloated and big are often suffering from their poor food choices. The Fabio Nutritionist campaign was art directed and illustrated by Felipe Pimentel with creative direction and copywriting by Cainã Souza. Pimental and Souza certainly make a creative team.