POP STAR by Marcel Paris for Hepar

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POP STAR

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Industry Water
Media Design & Branding
Market France
Agency Marcel Paris
Creative Director Eric Jannon, Dimitri Guerassimov
Art Director Souen Le Van - Romain Galli
Account Supervisor Michel Kowalski
Illustrator Andy Rementer
Released August 2011

Credits & Description

Category: Illustration
Advertiser: NESTLÉ WATERS
Product/Service: HEPAR WATERS
Agency: MARCEL
Chief Creative Director: Anne De Maupeou (Marcel)
Creative Director: Eric Jannon (Marcel)
Creative Director: Dimitri Guerassimov (Marcel)
Copywriter: Souen Le Van (Marcel)
Art Director: Souen Le Van (Marcel)
Account Supervisor: Michel Kowalski (Marcel)
Account Manager: Cecile Henderycks (Marcel)
Advertiser's Supervisor: Marie-Cecile Pelle Lancien (Nestlé Waters)
Illustrator: Andy Rementer (Andy Rementer)
Art Buyer: Jean-Luc Chirio/Aurélie Lubot (Elysian Fields)
Media placement: Press - Press Insert (19.000 Ex) - 29/04/2012

Describe the brief from the client
Hépar is a mineral water with extra magnesium. It helps intestinal transit. French doctors recommend it in case of constipation. We were asked to increase awareness about Hépar and explain how it works to a wide audience.

Describe the challenges and key objectives
Promoting this product and its effect has never been easy for the brand. Bowel problems and the digestive system are tricky subjects, so we had to make sure the work was appealing to the audience. The main challenge was to find a way to clearly inform about the functional and the emotional benefits of having a healthy bowel.

Describe how you arrived at the final design
To present the unpresentable, we’ve chosen to develop a visual concept that approaches the subject in a playful way. We inserted special posters in selected magazines. These posters were folded in a very specific way. By unfolding them, people discover step by step the new life of a person who has solved his digestive problems. The 3 posters were designed with different illustration styles corresponding to 3 universal kinds of life achievement: love, adventure and stardom. All of them are concluded by the brand baseline: 'Improve your digestive
transit, improve your life'.

Give some indication of how successful the outcome was in the market
The campaign of 3 posters was designed to increase awareness. The first market research showed a 30% increase in spontaneous awareness after the campaign. Sales went up by 4%, 1.5% greater than our goal (unexpected considering the particular function of the product).