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Ronald Kurniawan behind Sharp’s surreal Plasmacluster air purifier ad – ‘Bacteria’

Excerpt from the print ad

M&C Saatchi has created a beautiful ad campaign for Sharp’s new series of high end air purifiers called the Plasmacluster, just in time for the sickness season and the swine flu. The ad shows a parade of bizarre bacteria, with visible organelles, all marching right up a giant nose.

It’s called “Bacteria“, and the illustration was done by a fantastic artist named Ronald Kurniawan, who I’m quickly becoming a big fan of. According to the agency, they specifically wanted to use his kind of surreal imagery:

“We opted for a light-hearted and surreal visuals to raise the awareness of the serious air pollution problem and just how many harmful substances we are exposed to in our daily environment, even at home.” – Queenie Fan, group account director of M&C Saatchi

Check out the complete, full-sized version of the ad below:


This really is one of the nicest print ads I’ve seen in a while. It’s aesthetically beautiful and visually complex, but with a straightforward and extremely simple concept. And it’s timely. Win.

Illustrator: Ronald Kurniawan
Ad agency: M&C Saatchi, Hong Kong
Executive creative directors: Sandy Chan, Simon Handford
Creative director: Francis Chung
Art Director: Takho Lau