Comics as instruction

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2WENTY 4OUR showcases a nice campaign from Brasil. It’s supposed to sell a brand of diet bread’s effectiveness by providing its users with guidelines for things they no longer know how to do (since they had become too fat), such as tieing their shoes or putting on a bikini.

The campaign’s visuals have been very well executed, but what interests me most is the fact that comics as a instructional device (cfr Ikea schema’s or in flight emergency instructions) seems to be considered to be well known, to the extent that it can be referred to in an advertising context.

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