I'll let the creative team explain this one;

Restaurant Freud is a foundation giving ex-psychiatric patients the opportunity to work and make a fresh start in society. A noble initiative, we supported with a small promotional campaign: we spread 'warning messages' across the neighbourhood where Restaurant Freud is located.

Interesting restaurant idea, and the campaign fits it quite well.

Large copy: There's an ex-psychiatric patient active in this neighbourhood carrying a steakknife.
Small copy: His name is Henk, you should come and try his steak with carrot and chestnut.

Large copy:There's an ex-psychiatric patient active in this neighbourhood wielding a ballpoint pen.
Small copy: His name is Peter, he would be happy to take your orders.

Large copy: There's an ex-psychiatric patient active in the neighbourhood armed with a grater.
Small copy: Her name is Esther, come taste her vanilla ice cream with coconut shavings and blood orange sauce.