Martin Stadhammar creative director at Grey Stockholm and Oskar Bård Director at Hobbyfilm in Stockholm got together and created a campaign for the national society called Anorexi/Bulimi-contact in hopes of raising aweness about the illness, and gathering donations to the Anorexi/Bulimi-contact soceity. (see inside)
The film shows the scene above, normal girl checks her face, thighs and arms with a dissaproving sigh in the mirror while the camera pans out to reveal the bony backside of an anorexic and her distorted view of herself. The commercial is currently being aired on MTV scandinavia.
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