How does heartburn feel? We imagined it as a battle between food and man. It feels and sounds like you have just summoned a monster turning your stomach into an adventurous battlefield. In this case Rennie® Fresh is the best weapon in your arsenal to win the fight against hard-to-digest food. This timeless battle is fought by millions every day and thus needed an epic artistic style of illustration. Therefore, we chose an etching style famously used for biblical and mythological themes.

We studied how the old masters of painting illustrated epic battles. Inspired by classic sketches and etchings that display legendary sea fights, mythological and biblical scenes, we imagined our “food fight” to be of the same dramatic extent. So we created a hand-drawn stomach-world reigned by a mighty food monster. The hero of this embellished fantasy setting is the “Heartburn Hunter”. It’s a Rennie® ship with a fearless crew fighting food monsters ever since.

Staying as true as possible to the original etching technique, the extensive illustration process took over 110 hours of work which can be seen even in the smallest details.

As the poster will go live in April 2016, there are no measurable results to date.