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The 100 Rokiv Weight Loss Clinic ad campaign surreally focuses on a magical component of the common eraser. It can erase fatty foods such as sausages and chicken legs to reveal healthier meal options including bananas and pears. Although this particular act may exist only in the realm of impossibilities, the ad campaign does send an important message, that this organization helps to remove fat effectively.

Conceived and executed by Kaffeine, an ad agency based in Kiev, Ukraine, the 100 Rokiv Weight Loss Clinic was art directed by Roman Davydyuk with creative direction by Dima Tsapko and Anze Jereb. Artist Dima Tsapko, with help from Davydyuk, came up with the illustrations, which provide strong visuals for healthy alternatives.