THE FAT POSTERS. by Serviceplan Hamburg for BARMER GEK

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THE FAT POSTERS.

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Industry Hospitals, Healthcare facilities & Medical Services, Insurance
Media Design & Branding
Market Germany
Agency Serviceplan Hamburg
Executive Creative Director Christoph Nann, Maik Kaehler Serviceplan
Art Director Roman Becker
Copywriter Andreas Schriewer
Producer Bianca Schreck
Account Supervisor Ines Herbold
Released January 2012

Credits & Description

Category: Posters
Advertiser: BARMER GEK
Product/Service: HEALTH CARE - PUBLIC AWARENESS
Agency: SERVICEPLAN
Chief Creative Officer: Alexander Schill
Programmer: Steffen Knoblich
Executive Creative Director: Maik Kaehler
Producer: Bianca Schreck
Executive Creative Director: Christoph Nann
Art Director: Roman Becker
Copywriter: Andreas Schriewer
Account Supervisor: Ines Herbold
Graphic Design: Felix Von Pless
Media placement: City Light Poster - Much Frequented CLPs At The Hamburg Main Station - 17 January 2012

Describe the brief from the client
The client: Barmer GEK health insurance. The aim was to create a print campaign that raises awareness of the amounts of fat we consume every day without noticing – and to promote a healthier diet. The strategy was to show very literally which kind of food would contain how much fat by using it as the ink for printing the posters.

Describe the challenges and key objectives
To create awareness of a healthier diet is a very common goal in advertising for health insurance companies. It has been done many times and in almost every imaginable way. Our challenge was to find a new way of showing a well-known thing – and to make people reconsider their food choices nevertheless.

Describe how you arrived at the final design
Our insight came, when we examined food items, which we knew contained a lot of fat. Most of them were already visible through the wrapper, because all the fat was getting itself visible. Therefore, we decided to use this effect as leverage. We extracted the fat of various foods and used it, to paint our layouts on paper. Hung against the backlight of a CLP, one could see our message clearly.

Give some indication of how successful the outcome was in the market
Besides raising awareness of a healthier diet, we raised the traffic of the Barmer GEK website while the campaign was running. Numerous blogs and websites talked about the first posters, made of real fat. In being very different to all the other health related ad campaigns, we managed to actually impress people and to establish Barmer GEK as the health insurance company to go to for innovative and thoughtful solutions.