campaign represents the portraits of literally thick headed people
The trends and creativity magazine INfluencia is leading the fight against cerebral malnutrition, in a print and digital advertising campaign, made by the independent French agency Gloryparis.
Today's entertainment-orientated society has really take its toll on our brain. It has become increasingly obvious that our intelligence is slowly going down the drain. The digital era we live in, our easy access to the internet, the proliferation of intellectually poor content directly accessible on our smartphones, tablets and computers: these are all to blame for our brain’s worsening condition.
More than just a simple magazine, INfluencia is a work tool capable of nourishing the brain. It is a place where we come for inspiration, to enrich ourselves intellectually and professionally. It also unites the fields of advertising, medias, marketing, creativity and start-ups.
Unfortunately, cerebral malnutrition is nothing to be joked about. It is a grave condition, full of consequences. This alarming observation is what INfluencia based itself upon to come up, with the complicity of Gloryparis, with a shocking campaign, aiming to make people realize what’s actually happening to their brain.
As disturbing as disconcerting, the images of this preventive campaign represent the portraits of literally thick headed people. Using all these cranial love handles and inelegant physiques, INfluencia boldly invites us to prefer a more refined brain food.
These print ads will be supported by a digital campaign, informing the readers of INfluencia of the amount of calories they will lose while reading the magazine’s different articles.
The more qualitative content they’ll read, the more calories they’ll lose. Their cerebral fat will soon be nothing more than a bad memory. As everybody knows, like all muscles in a body, the brain also needs exercise.
Creative Credits:
Client: INfluencia — Isabelle Musnik – Gaël Clouzard
Agency: Gloryparis
Creative Directors: Arnaud le Bacquer, Hugues Pinguet
Sales Manager: Alain Couve
Account Executive: Meriem Bouthiba
Art Director: Leslie Guilmin
Copywriters: Pierre Griffon, Lucas Perissel
Editing: La Souris sur le Gâteau
Photographer: Jean Marie Cras