Hasta La Creative!

Quézac comes back to basics. 20 years after the success of the film made in 1995 by Ridley Scott, the brand Quézac is reviving in communication with a new signature “Original Water of Lozère”.

New signature. New positioning. New campaign. The brand and its agency, Change, get rid of the dark and mysterious cultivated environment for years to pay tribute to one of the most accessible waters in terms of taste and price.

Place to the sweetness of life, to nature, to Lozère. Far from the hassle of modern society and its rhythm of life, the department is a real haven of peace. An authentic and preserved territory, ideal to relax.

A virgin territory, where the water of Quézac draws its strength and its purity. In Lozère, nothing has changed (or almost) since 1901. Not even the commercials. With Quézac and illustrations by Thomas Hayman, the beautiful advertising returns to the taste of the day.

The campaign will be deployed throughout the year (from March to October) in press, digital and event display.

With Quézac, Lozère is still sparkling.

The new Durex lubricant gel campaign had to connect with the target audience and grab their attention, as the brand was seeking to increase its market share.

We therefore decided to speak to the target audience on the basis of a truth everybody knows: good sex and a good mood go together. It is proven that having sexual relations and being satisfied with them reduces tension and levels of stress. And this is noticeable in everyday life. How different the world would be if we were all that relaxed in life!

The concept of the campaign springs from this reflection: if there’s a name (in Spanish) for people who are tense or grumpy because they aren’t enjoying good sex, “mal follados”, why not create a name for people who are relaxed and happy because they are?

The “Los bien Felices” / “”The fffun club”” campaign sets out to show up the difference between people who are enjoying their sexual relations (and are therefore happy or “fun”) and those who aren’t, and encouraging everybody to join the new club: “The fffun club”.

The problem of preferring painkillers to actually killing the cause of the pain through treatment, is even more exacerbated in Bahrain, where people prefer myopically focus on short-term relief, often times unaware of the benefits of long-term remedies and treatment. A lot of people with chronic back pain, in Bahrain, live with it by popping pills and painkillers. But the problem with painkillers is that once the medicine wears off, the pain comes back.

So, we needed to open people’s eyes to the fact that using painkillers only delays the pain and will eventually lead to far worse ramifications. Through this print awareness campaign, we sought to remind patients that there is a better alternative – one that involves treating and curing the problem than taking short term measures.

We chose illustration to stand out from the boring, clinical and medicinal advertising Bahrainis associated with most health centres, facilities and clinics. Illustration helped break the ‘message apathy’ that existed across print media.

Through the illustration series – “Alligators”, “Toxic Waste” and “Lava”, we depicted how painkillers only delay the pain. And eventually lead to far worse ramifications; including potentially fatal damage, if conditions are serious. Thereby, encouraging people to find out more about KKT Spine Centre and the chronic pain treatment the centre was offering.