Sanofi Outdoor, Design & Branding, Case study HAPPY SHOT by Publicis Shanghai


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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market China
Agency Publicis Shanghai
Creative Director Erik Vervroegen
Art Director Liron Qiu
Designer Hanna Han, Leo Jin
Photographer Cugi Tsai, Wirland Wu
Account Supervisor Elsa Chou
Released April 2013


Cannes Lions 2013
Design Lions Public Spaces Bronze

Credits & Description

Type of entry: Environmental Design
Category: Public Spaces
Advertiser: SANOFI
Creative Director: Erik Vervroegen (Publicis Worldwide)
Chief Creative Officer/Copywriter/Planner: Sheena Jeng (Publicis Shanghai)
Executive Creative Director/Copywriter: Akae Wang (Publicis Shanghai)
Creative Director/Copywriter: Ivan Liu (Publicis Shanghai)
Art Director: Liron Qiu (Publicis Shanghai)
Designer: Hanna Han (Publicis Shanghai)
Designer: Leo Jin (Publicis Shanghai)
Art Buyer: Yuan Ting (Publicis Shanghai)
Photographer: Wirland Wu (Freelancer)
Photographer: Cugi Tsai (Neptunus)
Account Supervisor: Elsa Chou (Publicis Shanghai)
Advertiser's Supervisor: Wanling Yu (Sanofi)
Brief Explanation
•To design medical equipment that could bring joy to the frigid hospital environment.
•To help medical staff and parents to solve the problem of children unwilling to get injections.
•To convey happiness to children and communicate the caring image of Sanofi towards children.
Describe the brief from the client
We have been focusing on Chinese children's well-being for a long time, only to realize that these children shared unpleasant experiences while getting medical advice in a deficient medical environment. Could there be an easy idea to make them feel happy while going through medical treatments?
Design Process
"Happy Shot"! It is suggested to design a balloon-like container that holds infusion bags, with infusion tubes attached to it. During the treatment, it would look as though children are holding floating balloons.
100 balloons were produced with a budget of RMB 6,500 ($1,000). The campaign received much attention from the public after execution at children's hospitals in Shanghai, and more hospitals are planning to work and promote with Sanofi. 5 medial and health magazines, design magazines and 2 TV stations reported the campaign. After the Happy Shot documentary film was uploaded, viewership hit 137682 times within 2 weeks, and it is still rising.