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Genius Gluten Free's biggest-ever campaign in terms of above-the-line investment presents a world of animals as round as balloons.

Adam & Eve/DDB created the campaign, in which bloated animals are shown struggling before Genius’ products appear with the strapline: "Bread shouldn’t feel like this." The ads were directed by Kyra Buschor and Constantin Paeplow. The pair created a film in 2012 for the Stuttgart Festival of Animated Film about round animals, which were the basis of the Genius campaign. The ads will run on on-demand TV, YouTube and Facebook.