ACZONE® Gel is a prescription topical medicine used to treat acne in people ages 12 and older. The acne market is a multi-billion dollar market and it is difficult to break through the clutter of OTC offerings.

We needed to make the target aware of ACZONE® Gel and encourage them to find a dermatologist and talk about their acne and ACZONE® Gel.

The big idea was to reach the target in a memorable and relatable way using the insight that people felt that others did not notice them; they only notice their acne. We showed this in a dramatic way by replacing everyone’s faces with mirrors to reflect the frustration felt by someone with acne.