Eyeloveyou: Vitamins in the vernacular
The Basel-based agency Eyeloveyou designed and implemented a catchy annual communication campaign for Halibut by Merz Pharma.
According to the press release, the natural-based vitamin products are specifically recommended for winter prophylaxis, for the development of brain membranes, as a contribution to normal heart function, for bone formation or for general strengthening of the body. Eyeloveyou illustrates the benefits of the products with popular comparisons such as "strong as a bear", "a brain like an elephant" and others. The headlines are staged by presenting the meaningful elements as icons instead of words. This is intended not only to stimulate brain activity, but also to make the campaign all the more catchy.
The headlines are set in strong typography on the color of the respective product. The clearly visible packshot provides a further link. The high recognition value strengthens the Halibut umbrella brand.
The campaign was implemented in the three national languages of German, French and Italian. Some of the icons also had to be translated - because the iconography of the vernacular changes with the language. The new campaign can now be seen as advertisements in various formats, at the POS in pharmacies and drugstores and as an animated version on eBoards.
Responsible at Merz Pharma (Switzerland): Philipp Kirschbaum (Group Brand Manager OTC/CC), Caroline Schwär (Brand Manager OTC). Responsible at Eyeloveyou: Stevie Fiedler (creation), Oliver Kirschbaum (consulting, conception), Michael Schär (conception, text), Martin Sautter (3D rendering, animation).
