The Brand’s Mission:
Hartmann is a surgical and medical instrument manufacturing company and one of Ogilvy’s clients. The mission for our involvement was to introduce their ‘Molicare’ products to the Czech market, in a non-intrusive, non-taboo way.
Molicare products were designed to help elders, postpartum mothers or generally anyone suffering with incontinence, to be protected and prepared for such an event, however due to the discomfort of the topic, it was hard for Hartmann to find ways to promote their products and communicate their brand in a clear and successful way.
below you can see their old and unattractive social media design and brand identity that added to the product’s awkward communication and unappealing reach.
Art direction and Campaign Idea:
Our campaign idea was groundbreaking and awesome!! our approach was to talk about this subject in a way that would be light-hearted and funny; relatable not only for elders but also for mothers and younger audience members.
So we decided to bring a famous Czech comedian and public figure, to do a imitation ‘stand up’ show in our studio, where she curated an original and organic script about incontinence and the bodily changes no one warns you about when you give birth. This was exceptionally perfect, since our comedian had also just given birth and could personalise and relate it to her own story.
She gave us a hilarious approach to the topic of incontinence and spread awareness across a wide range of audience through posting it on her social media as well.
Graphic Elements and Visual Communications:
For the visuals, we were urged to keep true to Hartmann’s brand identity colours, typefaces and overall feel, but have the freedom to add elements that would be personalised to the Molicare campaign.
So we chose to make a smiley drop that unassumingly, and humorously symbolises a happy pee drop, with the copy that, under the-lines, translates to: “Less hihi and more hahaha. Laugh heartedly with Molicare’s incontinence pads.”, to signify that there’s no shame with incontinence and nothing wrong with being liberated despite of having it.
