Health surveys are telling us that a healthy lifestyle includes the consumption of fruits and vegetables 5 times per day. This simple message had to be conveyed. The executional idea was to use the warning messages on cigarette packs which were highly in the public focus at this time. But we “warned” of the risks of increased wellbeing.

Creative Direction in 2004 with Publicis Vienna for AMA Austria, the promotional organization in Austria for all agricultural products.