While the thought of consuming concrete is distressing, the aftermath is a heavy thought.I have done my research and can confirm that properties in concrete will definitely make its digestion problematic.

The concept from Memac Ogilvy is quite good. Food made concrete undoubtedly communicates digestion tribulations.

However I do believe that the execution isn’t all up to the plate. The black and white photography translates “dull” a little more than “heavy.” They could have been a little more heavy-handed in communicating this metaphor.

I also believe that the art direction doesn’t convey the exact use of Eno. I confess that initially I believed Eno was a laxative that helped release concrete from the bowels. Accordingly I discovered that Eno is not a laxative, but a powder for heartburn and indigestion (this made my initial assumption rather embarrassing as it appears I have a liking for products that aid bowel release). Eno will find greater benefits from the campaign provided they have adequate brand recognition.

Overall it is a good concept. I appreciate the attention to the heavy food rather than grossing us out with tales of digestion. Yet, who doesn’t like a little digestion humor. Its only natural. I once saw a T-Shirt with “volcanoes are just mountains with bad digestion.”

Advertising Agency: Memac Ogilvy, Dubai, UAE
Executive Creative Director / Copywriter: Till Hohmann
Creative Director / Art Director: Dalbir Singh
Art Director: Rafael Rizuto
Photographer: Jimmy Fok
Prop Maker: Jay Hammond

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