|The Crack Consome ad at the Galeria do Rock, São Paulo|
O Crack Consome is a governmental campaign which was launched earlier this year to highlight the dangers of drug use in particular crack cocaine. It used shock tactics in São Paulo by using larvae to eat through the photos of people's heads from the inside.
Filmed at the Galeria do Rock in the centro region of São Paulo, the clip below shows how live worms were made to eat through the poster ads. It's not the most pleasant sensation as you watch them being devoured and transformed into scarred and holey looking people. But the campaign did win the ad agency Talent a Cannes Lions Prize in 2013
The pictures were actually produced by printing on to dough rather than paper to give the worms an apetite.