Client : Amgen
PR / Direct / Design

Bronze, Cannes Lions 2017 (Health)
Silver, Clio 2017 (PR)
Silver, Eurobest 2017 (Health)
Bronze, New York Festival 2017 (Art Direction)
Bronze, New York Festival 2017 (Direct)
Bronze, New York Festival 2017 (Graphic design)
Silver (Boule Blanche), Club des DA 2018 (Design)
Silvers and Bronzes, Crystal 2017
Bronze, Cresta 2017 (Art Direction)

A porcelain as fragile as a bone with osteoporosis breaks into influencers hands.

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 was created with a porosity 40% higher than normal, making it as fragile as a bone affected by osteoporosis. These plates break upon the slightest contact. They were sent to the press and influencers with the following message:
“Untreated, Osteoporosis makes bones as fragile as this porcelain”.


2,4 million people were exposed to the media (TV / press / blogs) and social-media impact, increasing the screenings inquieries by 18% in 3 months.