AXA Insurances: Bad kilo, Good kilo

Mexico is the fattest nation in the world (1 on 3 Mexicans are overweight.) As part of its healthy program, Axa People Protectors through Marcel created a new kind of advertising : the calorie billboard. Every calorie you lose by pushing it is converted into calories of healthy food for Mexican schools. The Billboard was pushed all over the country helping Mexicans lose weight and educate them on healthy food habits.
Advertiser: AXA
Advertising Agency: Marcel