Osteoporosis affects one in three women over the age of fifty. To create awareness about this on World Osteoporosis Day, Les Gaulois created a new kind of porcelain that is 40% less dense, just like the bones of women who don't get scanned or treat their osteoporosis. This collection of four ultra-fragile porcelain plates were sent out to influencers to help spread the word with a simple message: "Untreated, osteoporosis makes the bones as fragile as this porcelain”.

Client: Amgen AGENCY: LES GAULOIS Chief Creative Officer: Xavier Beauregard Art Director: Aurelien Bigot Copy Writer: Benjamin Le Coz TV prod : Ingrid Vasseur PRODUCTION: WANDA Directors: Les Colts, The Cabs SOUND: HRCLS (Hercules)