| Title | TEARS |
| Brand | BEIERSDORF HANSAPLAST INTERNATIONAL |
| Product/Service | BANDAGES |
| Category |
G02. Illustration |
|
Entrant
|
HAPPINESS / FCB Brussels, BELGIUM
|
|
Idea Creation
|
HAPPINESS / FCB Brussels, BELGIUM
|
|
Additional Company
|
FCB HAMBURG Hamburg, GERMANY
|
Credits
| Alexander Schwieger |
Beiersdorf Hansaplast International |
Beiersdorf, Manager GBF, Health Care Brands |
| Maria Behrens |
Beiersdorf Hansaplast International |
Global Marketing |
| Karen Corrigan |
Happiness / FCB |
Executive Creative Management |
| Geoffrey Hantson |
Happiness / FCB |
Chief Creative Officer |
| Isabelle Koelman |
Happiness / FCB |
Account Director |
| Heike Bruenjes |
FCB Hamburg |
Global Account Director Hansaplast |
| Kathrin Corda |
FCB Hamburg |
Global Marketing |
| Pieter Claeys |
Happiness / FCB |
Creative Director |
| Philippe Fass |
Happiness / FCB |
Creative Director |
| Laurie Lacourt |
Happiness / FCB |
Concept Provider |
| Catherine Hermans |
Happiness / FCB |
Concept Provider |
| Bill Bilquin |
Happiness / FCB |
Copywriter FR |
| Sebatien Delavallée |
Happiness / FCB |
Project Manager |
| Emilie Wauthelet |
Happiness / FCB |
Graphic Designer |
| Sophie Gunsbourgh |
Happiness / FCB |
Producer |
| Lorraine Loots |
Lorraine Loots |
Miniature Artist |
| Kassim Olivier |
Kassim Olivier |
Director of Photography |
| Simon Schuurman |
Simon Schuurman |
Editor |
| Christophe Gilbert |
Saga |
Photographer |
| Marie-Flore |
Marie-Flore |
Musician |
The Campaign
Falling is an essential part of growing up; this is why the global plaster brand Hansaplast invited famous miniature artist Lorraine Loots to surprise children who fell on playgrounds with something magical. While taking care of their little wounds, we asked them what happened and turned their tears and their stories into miniature watercolour paintings. The children received the paintings as a beautiful (and positive) souvenir of their little incident.
Creative Execution
Hansaplast installed a stand at Belgium’s biggest playgrounds. Children who fell received the care they needed by Hansaplast together with a magical surprise: miniature watercolour paintings, made of their own tears and their stories of what happened. Painted by famous miniature artist Lorraine Loots. Children received the painting as a beautiful (and positive) souvenir of their little incident. Each painting was different and based on their personal stories. A video was made of the events and turned into an online video. The actual artwork, stories and interviews were used as content for the global Hansaplast platform.
Indication of how successful the outcome was in the market
Obviously all children with little scratches who engaged and had their tears transformed into a magical piece of miniature watercolour painting made from their story, were pleasantly surprised.
But maybe even more important, it allowed a rather functional plaster brand to also emotionally connect with its main target: mothers.
In our overprotective society, parents often forget that falling is an essential part of growing up. This is why global plaster brand Hansaplast wanted to turn the fact of ‘falling down’ into something positive. Hansaplast visited Belgium’s biggest playgrounds together with famous miniature artist Lorraine Loots to surprise children who fell: while taking care of their little wounds, we asked them what happened and turned their tears and their stories into miniature watercolour paintings. The children received the paintings as a beautiful (and positive) souvenir of their little incident.