How Clever Is The Art Direction In This Ad For Osteoporosis?

The Creighton Osteoporosis Research Center in Omaha, Nebraska, roped in creative agency Bailey Lauerman to develop a print ad for their annual fundraising event for research against osteoporosis (brittle bone disease). Based on the fact that walking and exercise is good to build healthy bones, Bailey Lauerman came up with a brilliantly executed ad that shows a black shoe against a black background, with a white sole that looks like a healthy human spine. Check it out below.

The event was a success and the Research Center plans to use a similar concept again next year. It’s good to see campaigns like these in a category where advertisers usually play safe. Share this post and voice your views in the comments below.