“What’s eating you?” Saatchi & Saatchi IS Poland partnered with two leading Polish associations of psychologists (PPA & SSP) to create an awareness campaign that focuses on recognizing the first signs of stress. Untreated, stress can lead to serious mental health problems.
The campaign called consists of 3 relief prints, and each of the graphics was cut into the real nail of a person suffering from stress.
“We wanted to utilise one of the most iconic symbols of stress – sealed off nails – to encourage people to take a closer look at themselves and to seek help when they notice that things are starting to feel wrong”, said Piotr Osiński, Associate Creative Director, in a statement.
Karol Pomykała, the renowned linocut artist behind the graphics added: “What we did was a new form of relief printing – a relief print on the human body. It was extremely challenging and required the invention of completely new techniques. But it was worth it – the fact that real stories are cut into real nails gives an extra level of emotion.”
The campaign was rolled out in outdoor and in Polish magazines. The original relief prints can be also watched in Warsaw’s art gallery – Bohema.