There have always been sticky plasters that help parents deal with the tears accompanying children’s cuts and scrapes, but healing children’s emotional upsets is more difficult.
So FCB globally, led by the agency’s Belgium office, FCB Happiness, and the Beiersdorf client hub at FCB Hamburg, worked with Beiersdorf brand, Hansaplast, to launch Hearts, a range of sticky plasters that heal the upsets of littlies aged 2 to 6.
FCB worked with child psychologist, Anne Burton of Ifisam institut, to develop Hearts for each of little losses (rabbit), growing up (lion), small fights (tiger), small fears (owl) and mistakes (doves). The collection comes of a box of 10, heart-shaped bandages with a little book containing stories relevant to each upset, illustrated by different designers.
The adhesive part of the bandages is made with a new, silicon plaster technology that helps protect children’s skin when the sticky part is peeled off.
Hansaplast initally tested Hearts as a limited edition promotional giveaway in one of Belgium’s largest supermarkets and online. The launch received very positive feedback from parents and children and plans are underway to launch Hearts into major markets soon.
Credits:
FCB Happiness:
Executive Creative Management: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative Director: Philippe Fass
Concept & Design: Laurie Lacourt
Concept: Catherine Hermans
Copywriter FR: Bill Bilquin
Group Account Director: Isabelle Koelman
Account Manager: Anne-Lore Vestraets
DTP Artist: Romaine Dhainaut
Graphic Designers: Anna Touvron & Lennert Vedts
Producer: Sophie Gunsbourg
FCB Global:
Chief Client Officer/Worldwide Account Director: Erika Darmstaedter
FCB Hamburg:
Global Account Director Hansaplast: Heike Brünjes
Film Director & DOP: Kassim Olivier
Editor & Animator: Simon Schuurman
Child Psychologist: Carole Grosman
Illustrators: Julie Hoyas, Andrea Rivola, Belle Lee, Toyzmachin & Wazza Pink
Client: Hansaplast (Beiersdorf)
General Manager, Beiersdorf Healthcare: Alexander Schwieger
Marketing Manager, Pharmacy Brands (SA Beiersdorf NV): Bénédicte Joguet
