90-100

Creative idea

Waist measurement over 90 cm for women and 100 cm for men, is a clear indicator of obesity risk. These measurements aren't an attractive topic of conversation. But in fashion, 'measurements' are everything. To teach these measurements, we created a fake fashion brand with a cool and famous face. People waited with curiosity for its products. But this glamorous world was our trojan horse. On March 4th, World Obesity Day. a single product was unveiled: A belt in the shape of a yellow measuring tape that wouldn’t close past 90 cm for women and 100 cm for men.

Brand name: Novo Nordisk
Advertiser / client: Novo Nordisk
Product / service: Obesity Awareness Campaign
Campaign name: 90-100
Agency network: INDEPENDENT AGENCY
Agency: Dancefloor / Istanbul
Production company: Kala Film
Agency chief executive officer: Berkay Ozay
Chief creative officer: Berkay Ozan
Art director: Ekin Urcan
Account director (agency): Ender Orfanli