Cholesterol affects millions of people in Spain and its presence in the arteries is one of the main causes of deaths, with 120.000 a year. Daiichi Sankyo wanted to make this problem visible to show society clearly the risks of high levels of cholesterol in our arteries.

So we took the problem to the streets creating an ambient campaign, doing the same thing that cholesterol does in our arteries: collapsing everything.

We did it by making cholesterol literally collapse some of the main arteries of Madrid to catch attention of the population and mass media to make everyone understand its risks in a different and engaging way, so they could start a conversation about this important issue.