ALLIANCE

Every scar tells a story. Doesn’t mean it has to be the main character.

the problem

Make ScarAway synonymous with scar care in twenty seconds or less.

This is a little story about scars, and how Batman helped me tell a story about them.

YOU TAKE CARE OF THE MOMENT.

WE’LL TAKE CARE OF THE SCAR.

ScarAway in the US (Kelo-Cote in the UK) needed an ad to speak to the science. But I thought we could do more. And I used Batman to help me sell it in.

If you’ve never seen the trailer for Arkham Origins, it’s really worth a look, and you’ll see how it inspired this concept. Because by focusing on faces as the world happens around them, we made the point that how you feel about your scars isn’t how the world has to feel about you. In fact, unless you look carefully enough when you watch, you won’t even see them. It’s just three people taking a deep breath before a big moment.

Not giving people’s scars center stage in an ad for a product that helps them fade into the background seemed poetic. And as a person with a few scars of my own, I knew a brand showing they got this would resonate. Not bad for a 20 second sell. And proof that being a massive nerd is useful sometimes.