A man is surprised by a fly.

We have organised a weeklong operation throughout the streets of Paris where we stuck posters to the sides of garbage bins. The poster illustrates a woman in the process of drinking, seen from a profile view and who is cropped at the hips. The poster of the woman is stuck to the rubbish bin upside down (with her head facing the bottom of the bin). When the waste removalist comes to take away the rubbish, they tip the bins over to get rid off the rubbish: therefore, we see the woman drinking HEPAR, emptying herself of all her impurities.

At first people were surprised to see bins everywhere with a woman upside-down on the side. But as the truck was coming to pick up and empty the bins, they were amazed, especially when they started to hear the noises of waste falling down in the back of the truck. That’s how the buzz came up. This action helped the whole campaign achieve an overall 2.3% volume growth on a highly competitive market reaching the goal of our client.