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% ClubAbsolutActiviaadidasAgeas Federal Life InsuranceALICORPAlproAmaroAmbliopia Campaña MundialAmerican Academy LarnacaAmnesty InternationalAmnistía InternacionalArçelikAthosAustralian UnityBaby Quest FoundationBaileysBank of CyprusBank of CyprusbeIN SportsBetty CrockerBeymenBIMBOBiogen and FundAMEBlack Executive CMO AllianceBNP ParibasBond UniversityBootsBootsBreilBridgestoneBumble IndiaBurger KingCafé de ColombiaCaltexCanadian Women's FoundationCancer DojoCenter for ludomaniCenter ParcsCentrumCharalCity of HopeCoca-ColaCoffee ClubColgateColizeyCristal BeerCytaDanoneDanoneDANONE AGUASDarnitsaDefence Force RecruitingDell IndiaDell TechnologiesDepartamento de la FamiliaEarthquake CommissionEdgarsEdgeEfes PilsenEgekildeElena'sEtiEurekaEuroLifeFantaFaxe KondiFaxe Kondi BoosterFederal Prosecution ServiceFluffyFordFordFOUSPFritz HansenGatdaGazeta.plGazeta.plGenikes InsuranceGEODISGeodisGileadGoldenGoodlife Health ClubsGoogleGoogleGreenpeaceGrigoriou AllantikaGrundigHarinera del ValleHeineken GroupHill'sHindustan UnileverHopiHuman Rights CampaignHuman Rights FoundationIchitan BeveragesIdéalIKEAIKEAIKEAIninalIntelIt's Everyone's JourneyJCC Payment SystemsJCDecauxJohanniterKaracaKFCKraft HeinzLand Transport AuthorityLanitis | Coca-Cola HBCLegacyLesieurLibertyLiberty BusinessLifeDirectLINK4Lombard Odier LottoMacca'sManpower RecruitmentMastercardMaxx FlashMediacorpMeta PortalMigrosMilnutri Sure Ministry of HealthMint*dMiss AmericaMonash UniversityMondelezMovistarMr. Brown CyprusMr. ProperNasha RiabaNational Library BoardNetflixNetflixNew BalanceNew York Office of the MayorNiubizNo7Noizz.plOKEYOPAP CyprusOPAP Cyprus & Press and Information OfficeOzFishPaulPeakPernod RicardPfizerPizza HutPKU FoundationPozitifPRIME VIDEOPS4PugetPZUQFCCRed BullReutersRinsoRipcurlRipioRolling StoneRådet for Sikker TrafikSADIASalsas La ConstanciaSamsungSeezSettle CyprusSignalSophia For Children SpillemyndighedenSpotifySpriteSTAMMAStarbucksSuzukiTEBTECTennessee TourismThe Coffee ClubThe Female CompanyTHINK!TUITwitterTürkiye İş BankasıU.S. Census BureauU.S. Dept. of Health & Human ServicesU.S. NavyUnder ArmourUNILEVERUnipadsUnited RentalsupGradVehbi Koç VakfıViagra ConnectVodacomVodafoneVodafoneVodafone VakfıVolkswagenVolvicVoyTuristeando / Compañía de Turismo de Puerto RicoWecasablancaWendy'sWhirlpoolWork by Berlin Cameron (a VMLY&R company)Work by GlitchWork by Scholz & Friends (a VMLY&R company)Work by TAXI (a VMLY&R company)Work by VMLY&R CommerceWork by VMLY&R HealthYemeksepetiYeni RakıZespriZywiec Zdroj (Danone Group)Çiziİstanbul ModernRelated Locations (VERF selector)- Restricted access -- Restricted access -- Restricted access -- Restricted access -AmmanAtlantaAucklandBangkokBarcelonaBeijingBogotáBrisbaneBudapestBuenos AiresCaliCape TownCasablancaChicagoCincinnatiClevelandDallasDetroitDubaiHo Chi Minh CityIstanbulJakartaJohannesburgKalamazooKansas CityKarachiKrakowKuala LumpurKyivLimaLisbonLondonMadridMelbourneMemphisMexico CityMiamiMilanMinneapolisMontevideoMoscowMumbaiNashvilleNew DelhiNew YorkParisParsippanyPragueRio de JaneiroRogersRomeSan FranciscoSan JoséSan JuanSantiagoSeattleSeoulShanghaiSingaporeSydneySão Paulo (VML)São Paulo (Y&R)TaguigUlaanbaatarViennaWarsawWellingtonPaintings of HopeGileadWork by VMLY&R HealthRead more about Paintings of HopeInvisiblesBiogen and FundAMEWork by VMLY&R HealthRead more about InvisiblesMissing LimbsGatdaWork by VMLY&R HealthRead more about Missing Limbs