{
    "title": "EG met des histoires humaines sur ses emballages",
    "modified_at": "2026-10-13 00:31:33",
    "published_at": "2026-10-13 00:14:00",
    "url": "https://happiness-brussels.prezly.com/eg-met-des-histoires-humaines-sur-ses-emballages",
    "short_url": "http://prez.ly/B8ie",
    "culture": "en",
    "language": "EN",
    "slug": "eg-met-des-histoires-humaines-sur-ses-emballages",
    "body": "<p style=\"text-align: left\">&nbsp;</p><p>EG lance, avec Happiness, une nouvelle campagne de marque pour sa gamme de m&eacute;dicaments sans ordonnance. Fid&egrave;le &agrave; sa mission &laquo; <strong>La sant&eacute; pour tous</strong> &raquo;, EG rend les m&eacute;dicaments accessibles &agrave; tous les Belges. La marque a &eacute;t&eacute; cr&eacute;&eacute;e pour proposer des alternatives g&eacute;n&eacute;riques abordables. Celles-ci portent le nom de leur substance active. Une d&eacute;nomination pr&eacute;cise et claire pour les m&eacute;decins et les pharmaciens, mais pas toujours facile &agrave; retenir.</p><p>Et c&rsquo;est l&agrave; que les choses se compliquent parfois. Car, pour demander certains m&eacute;dicaments, il faudrait presque avoir fait des &eacute;tudes dans le domaine. Heureusement, avec son pharmacien, on ne parle pas en substances actives. On discute et on raconte simplement ce qui s&rsquo;est pass&eacute;. EG souhaite ainsi rappeler &agrave; chacun qu&rsquo;il peut tout simplement demander l&rsquo;alternative EG, plut&ocirc;t que les grandes marques, plus ch&egrave;res, vers lesquelles les patients se tournent habituellement.</p><p>Ce sont pr&eacute;cis&eacute;ment ces histoires humaines que la marque met sur ses emballages dans cette campagne. Apparaissent ainsi des bo&icirc;tes baptis&eacute;es <strong>Ilssontrest&eacute;stroplongtemps EG</strong>, <strong>Sortiesansveste EG</strong> ou encore <strong>Encoreuntemps&agrave;labelge EG</strong>. &Agrave; la t&eacute;l&eacute;vision, ces noms naissent de conversations famili&egrave;res avec un pharmacien de confiance. En affichage, un simple visuel du produit suffit, accompagn&eacute; d&rsquo;un appel &agrave; l&rsquo;action : &laquo; <strong>Demandez l&rsquo;alternative EG.</strong> &raquo;</p><p>La campagne se d&eacute;ploie durant l&rsquo;automne et l&rsquo;hiver et se prolonge de mani&egrave;re contextuelle &agrave; travers des banni&egrave;res en ligne, pause ads, native advertising, social media, des billboards TV et des op&eacute;rations de sponsoring. &Agrave; chaque fois, EG adopte un nom adapt&eacute; au moment o&ugrave; le public d&eacute;couvre la publicit&eacute;. Le choix est d&eacute;lib&eacute;r&eacute; : mettre l&rsquo;accent non pas sur un m&eacute;dicament en particulier, mais sur EG en tant que marque. Avec un seul objectif : faire savoir &agrave; tous les Belges qu&rsquo;il existe souvent une alternative EG et leur donner le r&eacute;flexe de la demander &agrave; leur pharmacien.</p><p>&nbsp;</p><div id=\"video-8599d088-09a9-412e-837e-7a43e0347a9c\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;\"><iframe data-iframely-url=\"https://iframely.net/api/iframe?url=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D2Bnz_mvD98Q%26list%3DPLJAyFirIOxXo%26index%3D15%23_cb1791825893&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" data-img style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen scrolling=\"no\" allow=\"accelerometer *; clipboard-write *; encrypted-media *; gyroscope *; picture-in-picture *; web-share *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script>\n</div><div id=\"video-4bced6a2-5c52-420b-88d5-70def92854f0\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;\"><iframe data-iframely-url=\"https://iframely.net/api/iframe?url=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D1hpjLa_r0SE%26list%3DPLJAyFirIOxXo%26index%3D17%23_cb1791825971&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" data-img style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen scrolling=\"no\" allow=\"accelerometer *; clipboard-write *; encrypted-media *; gyroscope *; picture-in-picture *; web-share *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script>\n</div><div id=\"video-548758af-8696-44b2-a044-2cef06ae436f\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;\"><iframe data-iframely-url=\"https://iframely.net/api/iframe?url=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DLDBJHyKCqqo%26list%3DPLJAyFirIOxXo%26index%3D19%23_cb1791826009&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" data-img style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen scrolling=\"no\" allow=\"accelerometer *; clipboard-write *; encrypted-media *; gyroscope *; picture-in-picture *; web-share *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script>\n</div><p>CREDITS : </p><p style=\"text-align: left\"><strong>Client: </strong>EG </p><p style=\"text-align: left\"><strong>Client Contacts: </strong>Lieve Pattyn, Tom Van Wassenhove, Emiel Mathieu</p><p style=\"text-align: left\"><strong>Agency: </strong>Happiness </p><p style=\"text-align: left\"><strong>CEO: </strong>Karen Corrigan </p><p style=\"text-align: left\"><strong>Chief Creative Officer: </strong>Geoffrey Hantson </p><p style=\"text-align: left\"><strong>Creative Director: </strong>Manuel De Vos, Jarne Eetesonne</p><p style=\"text-align: left\"><strong>Creatives:</strong> Manuel De Vos, Jarne Eetesonne, Katrien Potters, Daan Van Gorp</p><p style=\"text-align: left\"><strong>Copywriters:</strong> Dee Verwaetermeulen, St&eacute;phane Opdenbosch</p><p style=\"text-align: left\"><strong>Head of Strategy:</strong> Isabelle Koelman </p><p style=\"text-align: left\"><strong>Strategic Director: </strong>Marine Vandenplas </p><p style=\"text-align: left\"><strong>Head of Design: </strong>Dries Lauwers </p><p style=\"text-align: left\"><strong>Graphic Designer: </strong>Davy Van Lijsebeth, Emilie Wauthelet, Lo&iuml;c Lenoble, Monique Pinto Jorge, Bruce De Gelaen</p><p style=\"text-align: left\"><strong>Head of Motion: </strong>Remke Faber </p><p style=\"text-align: left\"><strong>Motion Designer: </strong>Wim Symens, Arthur Nunes</p><p style=\"text-align: left\"><strong>Business Director: </strong>Stef Cuypers</p><p style=\"text-align: left\"><strong>Account Manager: </strong>Emmanuelle Hoet </p><p style=\"text-align: left\"><strong>Production:</strong> Bliss Content \u200b </p><p style=\"text-align: left\"><strong>Head of Production:</strong> Bart Vande Maele</p><p style=\"text-align: left\"><strong>Producer:</strong> Arthur De Wachter </p><p style=\"text-align: left\"><strong>Sound: </strong>Bliss Content \u200b </p><p style=\"text-align: left\"><strong>Director:</strong> Eva Cools</p><p style=\"text-align: left\"><strong>Media agency:</strong> Semetis</p><p>&nbsp;</p>",
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            "caption": "EG-Care - telangblijvenplakken20 tvc fr",
            "thumbnail": "https://img.youtube.com/vi/2Bnz_mvD98Q/maxresdefault.jpg",
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        {
            "caption": "EG-Care - regenjasvergeten20 tvc fr",
            "thumbnail": "https://img.youtube.com/vi/1hpjLa_r0SE/maxresdefault.jpg",
            "url": "https://www.youtube.com/watch?v=1hpjLa_r0SE",
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        {
            "caption": "EG-Care - hetwasweerbelgischweer20 tvc fr",
            "thumbnail": "https://img.youtube.com/vi/LDBJHyKCqqo/maxresdefault.jpg",
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    "author": {
        "first_name": "Happiness",
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