Agency: Happiness


Here are two statistically proven facts about Belgians: 2 out of 3 Belgians do not drink enough water. On the other hand, these same Belgians are world champions when it comes to popping all kinds of pills to improve their health. Newpharma even registered an increase of more than 40% in the purchase of vitamins and food supplements since 2020.

So, capitalizing on this trend, how do you get more Belgians to drink more water? Right, there's a pill for that! SPA® introduces Placeb'eau.

A new pill, with many health benefits. Including these: aiding digestion, maintaining normal bodily functions, maintaining normal cognitive functions, improving energy levels, regulating body temperature, promoting liver function, and many more.

So, what's in this pill? Absolutely nothing. Just take it 8 times a day, with a glass of pure water.

Because obviously, it’s not about the pill, but about the glass of water you’re having with it.

Placeb'eau is SPA®'s cheeky way of reminding and encouraging all Belgians to drink more water, and in doing so, to take better care of their health.

The pills are available for free in pharmacies and bio shops across Belgium, via family doctors and on the SPA® website. An act of pure generosity by Belgiums most iconic waterbrand. The campaign played out across many different channels.

This professional campaign titled 'Placeb’eau' was published in Belgium in January, 2023. It was created for the brand: Spa, by ad agency: Happiness. This Integrated medium campaign is related to the Health industry and contains 1 media asset. It was submitted about 1 year ago.


Client: SPADEL

Product: SPA®

Contacts: Mélanie Decelle, Séverine Du Champs, Zocha Mikolajczyk, Marianne Van Lathem, Tamara Daumerie

Agency: Happiness, an FCB alliance

Executive Creative Management: Karen Corrigan

Chief Creative Officer: Geoffrey Hantson

Executive Creative Director: Philippe Fass

Creative Content Directors: Jil Dockx, Lode Vochten

Strategic Director: Isabelle Koelman

Connectivity Planner: Marine Vandenplas

Concept Provider: Isabel Snellen, Frederik Clarysse

Content Provider: Brent Roofthooft

Copywriters: Stéphane Opdenbosch, Dee Verwaertermeulen, Elmer Tazartez

Business Director: Kris Van den Brandt

Account team: Stef Cuypers, Emmanuelle Hoet, Yente Janssen

Art Direction: Iliana Couvez

Head of Design: Dries Lauwers

Graphic Designers: Lore Snauwaert, Karel Chanterie, Jonathan Kalifat

DTP: Loïc Lenoble

Head of Production: Bart Vande Maele, Arthur De Wachter

Head of Motion: Remke Faber

Motion Designer: Simon Schuurman, Bart Callaerts

Director: Simon Schuurman

DOP: Thomas Ost


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