"L'obésité commence dès le plus jeune âge." Translation: "Obesity begins at a young age."
That's the message in this ad project from a Belgian design student, David Lesage. The ad gained viral traction in France when the L'Express newspaper mistook it for an ad released by the French Ministry of Health and ran it in the paper, according to a post on Adweek's AdFreak blog.
In an interview with AdFreak, Lesage said:
"I really like to work on social causes in general. I think obesity seemed to be an important subject nowadays, and it has interesting creative potential."
The ad is downright creative — and effective.