TRAJECOTORIES CAMPAIGN by Marcel Paris for Hepar

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TRAJECOTORIES CAMPAIGN

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Industry Water
Media Design & Branding
Market France
Agency Marcel Paris
Art Director Dimitri Guerassimov
Copywriter Eric Jannon
Illustrator Mark Gmehling
Account manager Cécile Henderyckx
Released April 2011

Credits & Description

Category: Illustration
Advertiser: NESTLÉ
Product/Service: HEPAR WATER
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)
Creative Director: Eric Jannon (Marcel)
Creative Director: Dimitri Guerassimov (Marcel)
Copywriter: Eric Jannon (Marcel)
Art Director: Dimitri Guerassimov (Marcel)
Account supervisor: Michel Kowalski (Marcel)
Account manager: Cécile Henderyckx (Marcel)
Art Buyer: Jean-Luc Chirio (Elysian Fields)
Art Buyer: Aurélie Lubot (Elysian Fields)
Illustrator: Mark Gmehling (Pell Mell)
Media placement: Press - 20 Minutes - 19 April 2011
Media placement: Outdoor - Metro Stations Billboards - 11 April 2011

Describe the brief from the client
Hépar is a mineral water with extra magnesium. It helps intestinal transit. Doctors recommend it in case of digestive disorders. The brief was to increase awareness about Hépar and how it works to a wider audience.

Describe the challenges and key objectives
Promoting this product and its effects has never been easy for the brand. Bowel problems and the digestive system is a tricky subject, so we had to make sure the work was appealing to the audience. The main challenge was to find a way to clearly explain the effect of extra magnesium on the body without being identified as a too medical or too explicit medicine brand.

Describe how you arrived at the final design
To present the unpresentable, we’ve devised a visual concept that says what we have to say in a playful and acceptable way for the target. We’ve asked a German artist (Mark Gmehling) to design, in his own style, several unique 3D sculptures representing the trajectories of moving food in the digestive system.

Give some indication of how successful the outcome was in the market
The campaign of 5 visuals was designed to increase awareness. The first market research showed a 30% increase in spontaneous awareness after the campaign. Sales went up by 14% within 2 weeks beyond our proposed objectives, considering the particular function of the product.