By Blake Zocher

A critical engagement with Protein Worlds controversial ad campaign

Figure 1 – The main campaign image that was promoted throughout the London underground and in NYC

Figure 2 – A promotional video used to accompany figure 1

Figure 3 – A photo which went viral of two girls who deem ALL bodies ready

Figure 4 – One of many examples of backlash from individuals on twitter

Figure 5 – Examples of customers approval of the campaign as a catalyst for self improvement rather than body shaming

 Figure 6 – Consumer turns pro-sumer by defacing billboard ad and posting to social media