At first glance, the Barmer Gek campaign may appear to revolve around typical posters. In reality, however, they are made using an atypical ingredient: Fat. The masterminds behind the campaign somehow managed to extract the fat from popular dishes and use it to design the posters. This was achieved through a complex chemical process and strategic airbrushing.
Conceived and executed by Serviceplan, an ad agency based in Munich, Germany, the Barmer Gek campaign warns, "Watch what you eat." It illustrates how much unhealthy fats are in food through their shudder-worthy posters. For instance, one print ad revolves around the 45 grams of fat that was extracted from a hot dog while another uses 76 grams of fat in a slice of cake.
Fat-Made Poster Ads
The Barmer Gek Campaign Urges People to 'Watch What You Eat'
Trend Themes
1. Fat-made Posters - Using fat as a medium for posters highlights the growing trend of unconventional advertising materials.
2. Food Transparency - The Barmer Gek campaign emphasizes the trend of increasing consumer demand for transparency in food labeling to make more informed choices.
3. Creative Messaging - The campaign's use of visually striking images and shocking facts demonstrates the trend of companies using creative messaging to grab consumers' attention.
Industry Implications
1. Advertising and Marketing - The use of unconventional materials in advertising presents an opportunity for creative agencies to push the boundaries of traditional campaigns.
2. Food and Beverage - Food companies can leverage the trend of food transparency to educate consumers about the nutritional content of their products and promote healthier choices.
3. Design and Printing - The innovative use of fat as a design medium opens up possibilities for the printing industry to explore new materials and techniques for visual communication.