Bübl™ X David Dixon

Senior Designer, contributing to concept development, brand expression, and experiential design in collaboration with the Chief Creative Officer, Associate Creative Director, strategist, account leads and partnership teams.

Osteoporosis affects more than 2 million Canadians, yet remains largely invisible in public conversation. Despite its prevalence, awareness and proactive screening remain low, particularly among adults aged 35 and over.

The challenge was to bring visibility and urgency to an unseen disease, encouraging early action without relying on fear-based messaging.

Osteoporosis weakens bones silently over time. To drive understanding and empathy, we needed to make the invisible visible, transforming internal deterioration into a tangible, culturally resonant symbol.

We created a fashion collection made entirely from bubble wrap, a universal symbol of protection, in collaboration with fashion designer David Dixon. The collection acted as a striking metaphor for fragile bones, using fashion as a platform to spark conversation, media attention, and cultural relevance.

The campaign invited Canadians to engage with the issue and assess their personal risk through the Know Your Risk quiz, connecting awareness directly to action.

The collection was unveiled through a multi-channel campaign spanning experiential activations, earned media, digital platforms, and social storytelling. The approach blended design, culture, and advocacy, ensuring consistency across every touchpoint, from physical garments to digital experiences.

• 460+ million earned impressions over four weeks
• 200+ media stories across national and international outlets
• 10+ million digital impressions
• 4,000+ risk assessment completions

The campaign significantly elevated public awareness of osteoporosis while driving meaningful engagement and preventive action.

https://bublfashion.ca

The Bübl™ campaign received extensive local and international recognition, including:

• Cannes Lions: Bronze Lion (Pharma / Lions Health)
• Clio Awards: Partnerships & Collaborations; Events & PR
• CMA Awards: Business Impact & Innovative Media
• Shorty Award: Digital & Social Media
• IABC Gold Quill Award of Excellence

2019