A series acupuncture ads for the Deutsche Akademie für Akupunktur feature body parts reimagined as comprehensive digital maps. The print ads imitate the design of maps from Google to show a roadmap of the human body. Placed within the map are destination markers to indicate pressure points on each body part. Accompanying this quirky visual is the text "Knowing where the healing is."
The Deutsche Akademie für Akupunktur's campaign was conceived by Germany-based ad agency McCann. McCann designed the ads to connect with a young tech-savvy audience in a fun and surprising way. By showing a relationship between iconic digital maps and acupuncture, the ad agency is succinctly explaining how effective acupuncture is through a photo.