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The Janssen Invokana Diabetes Treatment Campaign is Strangely Sweet

 - May 22, 2014
References: mccann & adeevee
The Janssen Invokana Diabetes Treatment ad campaign is strangely sweet, although the strange part of the equation isn't immediately discernible. It revolves around urination, yet instead of capturing wet yellow stains, the images involves large desserts including cupcakes, donuts and cheesecake. These desserts are meant to symbolize getting "rid of sugar excess every time you pee" in order to better control type 2 diabetes.

Conceived and executed by an ad agency based in McCann, Mexico City, Mexico, the Janssen Invokana Diabetes Treatment ad campaign was art directed by Pablo Motta with creative direction by Javi Carro and Gonzalo Quinteros. The subtle surreal images were shot by photographer Diego Arrigoni and post produced by Juan Pulido. Although it deals with a very serious disease, one that many suffer from, the campaign makes it lighthearted.