Boehringer Ingelheim Vetmedica Design & Branding HANGOVER BOOK by Euro Rscg Dusseldorf

HANGOVER BOOK

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Industry Health & Pharmaceutical Products, OTC Medicines (Pain Relievers, Cold & Flu)
Media Design & Branding
Market Germany
Agency Euro Rscg Dusseldorf
Creative Director Martin Breuer
Copywriter Sigi Zwar, Achim Szymanski
Illustrator Dennis Schuster
Released April 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: BOEHRINGER INGELHEIM PHARMA
Product/Service: THOMAPYRIN PAIN KILLERS
Agency: EURO RSCG
Chief Creative Officer: Felix Glauner
Creative Director: Martin Breuer
Copywriter: Sigi Zwar
Copywriter: Achim Szymanski
Graphic Designer: Michel Becker
Director Client Services: Dietmar Fischer
Account Manager: Alexander Weng
Illustrator: Dennis Schuster
Agency Producer: Detlef Stuhldreier
Print Shop: (P. Clasen Satz & Druck)
Media placement: Brochure - 500 International Anti-Hangover Art Guides Were Distributed At The Dusseldorf Museum Night. - 02.04.2011

Describe the brief from the client
Thomapyrin is a very sophisticated German painkiller, known as a reliable remedy for headaches. Less well known is that it also works well as a remedy for hangovers. We had the task of making this known to a modern and well-educated target group, which enjoys an evening out.

Describe the challenges and key objectives
As there was no big media budget, we decided to do a promotion in pubs, clubs and galleries at the Dusseldorf Museum Night where, on the one hand, serious drinking takes place, and on the other a more upscale and sophisticated Thomapyrin target group could be found. We designed an entertaining giveaway for the occasion, the first international anti-hangover art guide.

Describe how you arrived at the final design
A 'Kater' (meaning male cat in English) is a German expression for hangover. All stories were designed around the different visuals of the ‘cat’, and their strange local interpretations. We learnt how to get rid of the French ‘wooden mouth hangover cat’ or how to kill the South-African ‘babalas hangover cat’. All combined with ancient woodcut illustrations, showing 10 international hung-over cats. Only at the end did we reveal the much less complicated cure against ‘hangover-cats’ - Thomapyrin.

Give some indication of how successful the outcome was in the market
500 international anti-hangover art guides were distributed free at the Dusseldorf Museum Night. The week after the promotion sales of Thomapyrin in Dusseldorf went up by more than 35%. One gallery asked for the original illustrations to create an exhibition in combination with a limited edition. A reprint for more promotions at museum nights all around Germany is currently planned.