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”.
Chief Creative Officer:Xavier Beauregard
Art Director:Aurelien Bigot
Copy Writer:Benjamin Le Coz
Tv Prod:Ingrid Vasseur
Directors:Les Colts, The Cabs