PKU: Protein Kills Us

Phenylketonuria 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.

We 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.

We 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.