Finalist
Second skin
Summary of work
The ‘second skin’ campaign developed by sk:n clinics was created to highlight the physical and emotional effects of adult acne and drive a strong level of brand presence online, with a clear call-to-action to remind sufferers that you do not need to put up with this skin condition.
A highly thought-provoking, arresting video was produced to challenge the perception of adult acne and share the content online. The film uncovers a model’s experience of wearing prosthetic acne, putting herself in a sufferer’s shoes for the day. As well as providing a source of skin health education, the video informs viewers that they don’t have to live with acne, positioning sk:n clinics as the most effective and bespoke treatment solution.
Our results demonstrate the success of the campaign with over almost 80,000 views on YouTube and over 46 million opportunities to see (OTS) for the overall project with widespread digital and social media buzz, resulting in an impressive 37% rise in consultation attendance and 67% increase in the purchase of single acne treatments.
Judges’ comments
Second Skin is a creative and imaginative campaign, flipping the story of acne suffering. A great piece of online content that bucked the trend.
