Hansaplast

Hansaplast Deo Silver Balls launched a product that addresses an everyday, but often ignored, problem: unpleasant shoe odour. The goal was to communicate the topic directly and without embarrassment – with imagery and language that grabs attention while clearly positioning the product. From packaging to campaign assets to social media, a consistent product communication was developed. At its centre: communication with attitude that sticks in memory.

The campaign's imagery turns the problem into an exaggerated, almost cinematic staging: toxic sports shoes behind safety glass, marked with warning symbols and a skull as a visual shorthand for olfactory emergencies. In stark contrast: the silver deo balls as a simple, effective solution. The look is deliberately clean and reduced in colour. The imagery stays graphically clear, sporty in code – yet always with a wink.

The result is a presence that stands out visually and tonally from the competitive landscape – confident, direct and uncompromising. Communication that doesn't beat around the bush, but aims exactly where it hurts – while showing that freshness isn't a matter of chance, but a decision.