CAL-MUM — Eat Healthy
CAL-MUM — Eat Healthy
They say a picture is worth a thousand words, but the images in this campaign scream a thousand warnings. I collaborated with the brilliant minds at Crowley Webb to translate the silent, insidious threat of unhealthy kids' food into a visual language that couldn't be ignored.
We didn't just create posters; we crafted a visual indictment. We transformed beloved childhood treats—the hot dog, frozen yogurt, the juice box—into symbols of potential harm: a stick of dynamite, a sprinkling of nails and razor blades, a grenade. These weren't just objects but a stark, unsettling metaphor for the hidden dangers lurking within these seemingly innocent snacks.
We knew the power of shock. We knew the impact of a bold, unexpected image. But we also knew that this wasn't about sensationalism. It was about education, awareness, and, ultimately, the health and well-being of kids. By stripping away the colorful packaging and the cheerful mascots, we exposed the harsh reality: many of these foods are loaded with sugar, artificial additives, and other harmful ingredients.
This project wasn't just about winning awards (though the Silver Addy was a sweet victory). It was about making a difference — sparking conversations, igniting change, and encouraging parents to become more informed consumers.
A special shoutout to the team at Pro-Creations for their incredible prop work and to Jordan Hartley for his masterful retouching.
