Title	FAT
Brand	BBC CREATIVE
Product/Service	BBC THREE
Category	A03. Online: Fiction & Non-Fiction
Entrant	BBC London, UNITED KINGDOM
Idea Creation	BBC CREATIVE LONDON, UNITED KINGDOM

Name	Company	Position
Laurent Simon	BBC Creative	ECD
Aidan McClure	BBC Creative	ECD
Adam Thompson	BBC Creative	Creative Director
Andy Parkman	BBC Creative	Creative
Ben Reeves	BBC Creative	Photographer
Nicole Coleman	BBC Creative	Producer

The Campaign

To provoke conversation amongst our young audience, we put specially designed, gory health warning stickers, like on cigarette packets, on everyday consumables like burgers and soft drinks and asked whether this would make people think twice before reaching for the cronuts.

Creative Execution

• We created our own product range that had stickers on warning people about the health risks associated with these foods. The stickers mimicked those you get on cigarettes and likewise had shocking images to put people off, these images were actual stills from the autopsy programme. We then photographed these products and created posters and a short film.

• To help draw attention to BBC Three’s new documentary, Obesity: The Post Mortem, we wanted to highlight the message of the show that eating fatty and sugary foods can be as damaging to your body as smoking. So to provoke conversation amongst our young audience, we put specially designed, gory health warning stickers, like on cigarette packets, on everyday consumables like burgers and soft drinks and asked whether this would make people think twice before reaching for the cronuts.