Feedr

A hypothetical lifestyle brand celebrating and catering for the societal group of ‘gainers’ and ‘feeders’ - those who fantasise about gaining so much weight that they become bedridden, and those who enable them. Rather than ridicule this misunderstood subgroup, this campaign questions what we view as normal, and depicts life under the bedcovers as a fantasy world, which anyone should want to be trapped in, using an aesthetic that is sophisticated, elegant and delicate - qualities that many in society, in their ignorance, might want to strip this community of.