Fundación PKU

The most unfair diet

Agency: VMLY&R HEALTH Spain

Trapped in the most unfair diet - Fish

Trapped in the most unfair diet - Chicken

Trapped in the most unfair diet - Egg


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 a great precision. A milligram or down of food protein intake can cause irreversible brain damage and even death.

But worst of all is that currently a biosensor device to measure blood’s protein level isn’t existing, so the Fundación PKU is soughing to raise funds to finance its design, development and commercialization, which would allow for a real-time monitoring of blood protein levels. Only with this device we would be able to guarantee that PKU patients eat in a safe, non-hazardous manner.

With this graphic and detailed illustration campaign titled ‘The most unfair diet’ carried out by the renowned illustrator Roberto Junaka, we want to raise awareness on the unfair reality of these people in a simple, direct, and visually attractive way: showing patients trapped in their own diet foods.

This professional campaign titled 'The most unfair diet ' was published in Spain in March, 2023. It was created for the brand: Fundación PKU, by ad agency: VMLY&R HEALTH Spain. This Outdoor and Print media campaign is related to the Health and Pharmaceutical industries and contains 3 media assets. It was submitted 5 months ago by Global Head of Craft, Health: Natxo Díaz of VMLY&R.


Brand: Fundación PKU
Brand team: Alfonso Lügstenmann
Advertising Agency: VMLY&R Health Spain
Chief Creative Officer: Natxo Díaz
Head of Art / Creative Director: Leo Rincón
Group Creative Director: Joao Jackel
Copy: César Pérez, Catalina Segura, Heather Hamilton
Art Direction: Raúl López, Rodrigo Cabello
Graphic Design: Lucía de Pablos
Lettering: Jero Rincón
Illustration: Roberto Junaka


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.