ChallengePhenylketonuria or most commonly known as PKU, is a rare, hereditary metabolic disease with no cure at the moment. Any protein food, such as meat, fish, milk or egg, must be eaten in extremely small quantities and with great precision. A wrong amount could cause irreversible brain damage....Read MoreIdeaWe found the perfect explanation of the disease in its own name, turning the meaning of PKU to Protein Kills Us, and creating around a very impactful campaign with a disruptive and different approach, that completely changed the communication codes of the Foundation and also of the Spanish fund raising and advocacy market....Read MoreResultsWe managed to explain how difficult life is for PKU patients through storytelling and pure entertainment, distancing ourselves from the commercial approach, through the creation of a story where emotivity and harsh reality come together to engage and elicit the emotions of the audience....Read MoreRelated ContentContent type- Any -ArticleBAV BrandBasic pageBrandCase StudyClientCountryFlightItineraryJobLandingLocationPersonRegionRegional MenuSocial MenuStyleguideRelated Categories (field_related_categories)Related Clients (VERF selector)- Restricted access -. 30% ClubAbsolutACCAC Sparta PrahaActiviaadidasadidasAgeas Federal Life InsuranceALICORPAlproAmaroAmbliopia Campaña MundialAmerican Academy LarnacaAmnesty InternationalAmnesty InternationalAmnistía InternacionalArçelikAthosAustralian UnityBaby Quest FoundationBaileysBank of CyprusBank of CyprusbeIN SportsBetty CrockerBeymenBICBIMBOBiogen and FundAMEBlack Executive CMO AllianceBNP ParibasBond UniversityBoonthavornBootsBootsBreilBridgestoneBumble IndiaBurger KingCafé de ColombiaCaltexCanadian Women's FoundationCancer DojoCenter for ludomaniCenter ParcsCentrumCharalCity of HopeCoca-ColaCoffee ClubColgateColgateColizeyCristal BeerCytaDanoneDanoneDANONE AGUASDarnitsaDefence Force RecruitingDell IndiaDell TechnologiesDepartamento de la FamiliaDifflamEarthquake CommissionEdgarsEdgeEfes PilsenEgekildeElena'sEtiEurekaEuroLifeFantaFaxe KondiFaxe Kondi BoosterFederal Prosecution ServiceFluffyFootball Association of the Czech RepublicFordFordFOUSPFritz HansenGatdaGazeta.plGazeta.plGenerali Česká pojišťovnaGenikes InsuranceGEODISGeodisGileadGoldenGoodlife Health ClubsGoogleGoogleGreenpeaceGrigoriou AllantikaGrundigHarinera del ValleHeineken GroupHill'sHindustan UnileverHonest Eggs Co.HopiHuman Rights CampaignHuman Rights FoundationIchitan BeveragesIdéalIKEAIKEAIKEAIninalinnogyIntelIntelIt's Everyone's JourneyJCC Payment SystemsJCDecauxJohanniterKaracaKauflandKDogKFCKindness FactoryKraft HeinzLand Transport AuthorityLanitis | Coca-Cola HBCLazy SneakersLegacyLesieurLibertyLiberty BusinessLifeDirectLINK4Lombard Odier LottoMacca'sManpower RecruitmentMastercardMaxx FlashMediacorpmemory of nationsMeta PortalMigrosMilnutri Sure Ministry of HealthMint*dMiss AmericaMonash UniversityMondelezMotorolaMovistarMr. Brown CyprusMr. ProperNasha RiabaNational Library BoardNative Women’s Association of CanadaNetflixNetflixNew BalanceNew York Office of the MayorNiubizNo7Noizz.plOC ŠestkaOKEYOPAP CyprusOPAP Cyprus & Press and Information OfficeOpaviaOrlen UnipetrolOzFishPaulPeakPeople in NeedPernod RicardPfizerPilsner UrquellPizza HutPKU FoundationPozitifPrague Pride FestivalPRIME VIDEOPS4PugetPwCPZUQFCCQueensland RailRed BullReportérReutersRinsoRipcurlRipioRolling StoneRunTourRådet for Sikker TrafikSADIASalsas La ConstanciaSamsungSeezSettle CyprusSignalSophia For Children Sorriso (a Colgate-Palmolive brand)SpillemyndighedenSpotifySpriteSTAMMAStandard ProcedureStarbucksStats NZSuzukiTEBTECTelefónica VivoTennessee TourismTe Whatu Ora/Ministry of HealthThe Coca-Cola CompanyThe Coffee ClubThe Female CompanyTHINK!TUITwitterTürkiye İş BankasıU.S. Census BureauU.S. Dept. of Health & Human ServicesU.S. NavyUber EatsUnder ArmourUNILEVERUnipadsUnited RentalsupGradVehbi Koç VakfıViagra ConnectVictoria's SecretVodacomVodafoneVodafoneVodafone VakfıVolkswagenVolvicVoyTuristeando / Compañía de Turismo de Puerto RicoVýstaviště PrahaWaterAidWecasablancaWendy'sWendy's - 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