BLACKHEADS by Marcel Paris for Biotherm

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BLACKHEADS

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Industry Skin Care
Media Design & Branding
Market France
Agency Marcel Paris
Copywriter Martin Rocaboy
Account Supervisor Stéphanie Moittie
Typographer Souen Le Van - Romain Galli
Illustrator K.i.m Florence Lucas
Released April 2011

Credits & Description

Category: Posters
Advertiser: BIOTHERM
Product/Service: BIOPUR PORE REDUCER
Agency: MARCEL
Date of First Appearance: Apr 19 2011
Entrant Company: MARCEL, Paris, FRANCE
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Copywriter: Martin Rocaboy (Marcel)
Art Director: Souen Le Van (Marcel)
Illustrator: K.I.M. Florence Lucas
Typographer: Souen Le Van (Marcel)
Art Buyer: Jean-Luc Chirio (Elysian Fields)
Art Buyer: Aurélie Lubot (Elysian Fields)
Account Supervisor: Stéphanie Moittie (Marcel)
Media placement: Outdoor Posters - Billboards - April 2011

Describe the brief from the client
Blackheads can have a devastating effect on confidence. Therefore, the proper treatment can help heal both skin and mind. It’s this psychological aspect that Biotherm wanted to highlight in its new campaign for Biopur.

Describe the challenges and key objectives
Our objective was to find a way to express the psychological distress of people who suffer from blackheads in the most effective way.

Describe how you arrived at the final design
All the visuals in this campaign have been designed for two levels of reading : At first glance, you can only distinguish a black dot, but a more careful glance reveals characters within and around it. In each visual, the central character is surrounded by the blackhead, trapped in the depths of an abyss. He’s cut out from the other characters with whom he can’t interact.
To highlight the two levels of reading, we committed to a very uncluttered construction of the actual ads. Pure, white surfaces that contrast with the large, solid black dot.

Give some indication of how successful the outcome was in the market
Biopur in-store sales increased by 17% and online sales increased by 12% within the month following the publication of the advertisement.