Le Gal

Legal highs may seem like a safe thrill.
But with contents ranging from weed killer to horse tranquiliser, they kill over 60 people every year.
The IPA asked us to support the Angelus Foundation in raising awareness of the dangers of legal highs.

IPA Young Pip Award 2015: Silver

Insight 

Names can be deceptive.
We need people to realise that the label of legal does not guarantee safety.

Our idea

Le Gal: a range of new FMCG products that aren’t quite what as they seem.

How it works

Given away as free samples, Le Gal’s strange messaging and foul-tasting contents would encourage people to investigate the label further, showing how a name won’t protect you from the risk.

Art Director: Ben Gibson & Vibz Thakar
Copywriter: Rosie Hider
Motion Designer: Luke Middleton