Creative in association withGear Seven

Hansaplast Introduces New Type of Bandage That Heals 'Emotional Wounds'

Advertising Agency
Brussels, Belgium
FCB offices worked with a leading children’s psychologist to develop 'Hearts' plasters for kids

Hansaplast, a 90+ year Beiersdorf brand, recently partnered with FCB on the launch of 'Hearts,' the first-ever bandage with two unique category innovations.

The bandages do not heal physical scrapes and wounds, but instead help soothe the emotional fears and “wounds” experienced by kids aged two to six. 

The adhesive part of the bandages are made with a new, silicon plaster technology that helps protect children’s skin when the sticky part is peeled off.

Hansaplast recently tested the rollout of 'Hearts' via a limited edition promotional giveaway in one of Belgium’s largest supermarkets. The launch received very positive feedback from parents and children alike and is a great example of how companies can provide a distinct advantage against private label brands. (“Hearts” contains both a technological and emotional innovation aspect.) Following the initial launch, the hope is to roll out 'Hearts' to Hansaplast’s major markets in the future. 

FCB worked with a leading children’s psychologist (Anne Burton @ IFISAM) to develop 'Hearts.' The new collection consists of a box of 10, heart-shaped bandages and a little book with relevant stories illustrated by different designers. There are specially designed adhesives – and stories – targeting the five primary heartaches that children ages two to six commonly experience: the little losses (rabbit), growing up (lion), small fights (tiger), small fears (owl) and mistakes (doves). 

Full Credits

Client: Hansaplast (Beiersdorf)

General Manager, Beiersdorf Healthcare: Alexander Schwieger

Marketing Manager, Pharmacy Brands (SA Beiersdorf NV): Bénédicte Joguet


Note: “Hearts” is a FCB Global initiative led by the agency’s Belgium office, FCB Happiness, in partnership with the global client hub for Beiersdorf at FCB Hamburg.

FCB Happiness:

Executive Creative Management: Karen Corrigan

Chief Creative Officer: Geoffrey Hantson

Creative Director: Philippe Fass

Concept Provider & Design: Laurie Lacourt

Concept Provider: Catherine Hermans

Copywriter FR: Bill Bilquin

Group Account Director: Isabelle Koelman

Account Manager: Anne-Lore Vestraets

DTP: Romaine Dhainaut

Graphic Designer: Anna Touvron

Graphic Designer: 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