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Porcelain Bones

Les Gaulois agency proudly present you the promotional campaign of Amgen for the occasion of World Osteoporosis Day. 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”.

Creative Agency

Copywriter: Benjamin Le Coz

Art Director: Aurélien Bigot

Chief Creative Officer: Xavier Beauregard

TV Producer: Ingrid Vasseur

Production Company


Post Production / VFX

2D : HRCLS (Hercules)


Arranger: HRCLS (Hercules)

Category: Beauty/health, Health care

Genre: Action, Animation, Documentary, Experiential, Storytelling