BARMER GEK: THE FAT POSTERS.

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.