Phenylketonuria, most known as PKU, is a rare, hereditary metabolic disease with no cure at the moment. Any protein food, such as meat, fish, or egg, must be eaten in extremely small quantities and with great precision. A milligram up or down of food protein intake can cause irreversible brain damage, even death.

But worst of all is that currently there is no biosensor device to measure the level of protein in the blood, so the PKU Foundation sought to raise funds to finance its design, development and commercialization.

This print campaign titled "THE MOST UNFAIR DIET" strives to get donations to help the foundation fund this vital and necessary biosensor for better disease management to guarantee that PKU patients eat in a safe, non-hazardous manner.

As other rare diseases, PKU is not well know by society, which turns recollecting funds to develop the biosensor in a complicated aim.

That's why through the last years we've launched some campaigns spreading awareness about PKU so people get to know what is about and how we can help patients.

The campaigns has been impactful and emotional, reaching a good media coverage.

The goal until now has not only been to inform but getting closer to reach the total amount of money required to launch the device that will change thousands of lives.

The sobriety of the background focuses our attention on the patient itself. Its contracted posture not only evokes suffering but forms the image of a fish: a forbidden food in her diet.

Through the using of blue-ish tones we create a cold and distressing atmosphere that reinforces the patient's pain.

Another important element are textures. In this case, the woman's dress becomes the flaky skin and the gills of the fish.

The shadows projected in the background give volume to the woman-fish, featuring more realism and making it look like a real photo.

We have chosen a hand-writing typography style for the title of the campaign and formed the shape of a fish again.

'The most unfair diet' shapes understanding of PKU rare disease: a metabolic disorder in which the body fails to properly metabolize proteins and severely restricts the diet of those affected.

The using of hyperrealistic illustrations perfectly portraits patient's suffering, spreading awareness about the condition in an innovative, emotional and impactful way.

Our main aim is to raise funds to develop a real life-changer device: a biosensor that measures in real-time phenylalanine levels and prevents patients from suffering irreversible neurological damage.

This campaign is an example on how creativity and science work together to make a real impact on people's lives.

Talking about prescription drugs or devices to the general society in Spain is not allowed, but we can talk about the problem that we need to solve, in this case, the absence of a measurement device for patients with PKU.

It is becoming increasingly difficult to get society to donate money. To achieve this, we have to be clear, creative, visual, and address real problems. That's why our campaign is based on something as relatable as food: talking about how people with PKU are limited with each food item.