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Pfizer - Reality In The Skin Of Art
30/08/2022
Advertising Agency
São Paulo, Brazil
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Atopic Dermatitis is a disease that causes unbearable itching and wounds and is surrounded by stigma, making its patients hide from the world. To create an impact and get people to notice and change perception towards the disease, we used the ultimate expression of idealized beauty: classic art. "Reality in the Skin of Art" was an art exhibition displaying the lesions of atopic dermatitis on the skin of Monalisa, among others. The works, displayed in some of the most popular shopping malls of Brazil, showcased characters from masterpieces with extra brush strokes to show the lesions of the disease. The exhibition consisted of 10 replicas, printed on canvas with special ink and then 4 artists were invited to reproduce the lesions of atopic dermatitis on them, inspired by the real-life accounts of patients. Visitors could learn about their stories and have information on the condition by scanning a QR Code.

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