Hépar is a mineral water with extra magnesium. It helps intestinal transit. French doctors recommend it in case of constipation. We were asked to increase awareness about Hépar and explain how it works to a wide audience.

To present the unpresentable, we’ve chosen to develop a visual concept that approaches the subject in a playful way. We inserted special posters in selected magazines. These posters were folded in a very specific way. By unfolding them, people discover step by step the new life of a person who has solved his digestive problems. The 3 posters were designed with different illustration styles corresponding to 3 universal kinds of life achievement: love, adventure and stardom. All of them are concluded by the brand baseline: 'Improve your digestive transit, improve your life'.

The campaign of 3 posters was designed to increase awareness. The first market research showed a 30% increase in spontaneous awareness after the campaign. Sales went up by 4%, 1.5% greater than our goal (unexpected considering the particular function of the product).