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Oracles can predict a lot

Oracles can predict a lot

Oracles can predict a lot

BRIEF Create a concept that raises awareness on bone health and motivates 100,000 Danes to take a risk test for osteoporosis.
 
 INSIGHT We’d rather find comfort in illogical reasoning than expose ourselves to potentially bad news. SOLUTION The concept “Oracles can predict a lot…” is a universe where the main characters, unsure whether they have osteoporosis, seek out alternative sources for insight on their bone health. Driven by their own illogical reasoning, they’ve convinced themselves that consulting an oracle is better than simply taking a risk test.

BRIEF Create a concept that raises awareness on bone health and motivates 100,000 Danes to take a risk test for osteoporosis.
 
 INSIGHT We’d rather find comfort in illogical reasoning than expose ourselves to potentially bad news. SOLUTION The concept “Oracles can predict a lot…” is a universe where the main characters, unsure whether they have osteoporosis, seek out alternative sources for insight on their bone health. Driven by their own illogical reasoning, they’ve convinced themselves that consulting an oracle is better than simply taking a risk test.

BRIEF Create a concept that raises awareness on bone health and motivates 100,000 Danes to take a risk test for osteoporosis.
 
 INSIGHT We’d rather find comfort in illogical reasoning than expose ourselves to potentially bad news. SOLUTION The concept “Oracles can predict a lot…” is a universe where the main characters, unsure whether they have osteoporosis, seek out alternative sources for insight on their bone health. Driven by their own illogical reasoning, they’ve convinced themselves that consulting an oracle is better than simply taking a risk test.

COMFORT OVER CERTAINTY

The campaign visualizes this avoidance by placing serious health questions in unexpected, almost absurd settings - horoscope tellers and tarot readers offering predictions the characters cling to for reassurance, despite their unreliability.

By exaggerating the behavior, the campaign creates a moment of recognition. The humor lowers defenses, making the real message harder to ignore: taking the test is the only reliable answer.

CLIENT

Osteoporoseforeningen

ROLES

Concept development | Art Direction

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The visual universe balances mysticism with medical clarity. Dreamy, oracle-inspired imagery contrasts with sharp, factual messaging - highlighting the gap between comforting belief and real knowledge.

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MOODBOARD | Setting the Tone

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© 2026 Rebecca Schjals Laursen

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