The images making up the UNICEF Breast is Best ad campaign may be humorous and shocking, but they address an important debate: breastmilk versus formula. Specifically addressing Chinese women living in their native country, it shows that breastmilk is vastly superior to formula. Considering the 2008 baby formula scandal, which artist Ai Weiwei addressed in a recent installation, one would assume they would revert back to natural means.
The UNICEF Breast is Best ad campaign was conceived and executed by the Young & Rubicam ad agency branch based in Beijing, China. It was art directed by Chen Mo, Jianjun Geng, Ronnie Wu and Nils Andersson with creative direction by Donghai Liu and Chen Lei. The minimalist imagery really captures people’s attention, making a lasting impression at the same time.