The Jardiland Light Biscuits ad campaign spoofs classic weight loss portraits of people who stand proudly in old pants that symbolize the obesity they have overcome. Dogs who lose weight should also be able to display their impressive progress. In fact, some of them might actually be able to create a similar image since loose skin isn't that far-fetched.
Conceived and executed by Rosapark, an ad agency based in Paris, France, the Jardiland Light Biscuits ad campaign is not only clever, but it is also very amusing. It also sends a positive message to potential customers. Art directed by Paul-Henri Masson and Mark Forgan with creative direction by Jean-Francois Sacco and Gilles Fichteberg, the playful portrait of the bulldog was shot by photographer Achim Lippoth and retouched by Christophe Huet- Asile.