Amgen for the World Osteoporosis Day: Porcelain Bones


Osteoporosis is a degenerative bone disease, weakening bone mass by reducing its resistance by 40%.

This disease affects 1 out of 3 women over the age of 50...

A collection of four porcelain plates were created with a porosity 40% higher than normal, making it as fragile as a bone affected by osteoporosis.

These plates which break upon the slightest contact and depict the bones most affected by fractures were sent to the influencers accompanied with the following message:

“Untreated, osteoporosis makes the bones as fragile as this porcelain”.

Advertising Agency:Les Gaulois, Puteaux, France
Chief Creative Officer:Xavier Beauregard
Art Director:Aurelien Bigot
Copy Writer:Benjamin Le Coz
Tv Prod:Ingrid Vasseur
Production Company:Wanda
Directors:Les Colts, The Cabs
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