A father and mother whose son have not been able to speak for years (since his birth) dedicates their lives to his son to speak. They do everything materially and spiritually so that the child can talk. Just when they run out of hope, the child says his first word ‘’dad’’. Dad gets the sound wave tattoo of his son’s saying ‘’dad’’.

Consumers were not aware which brand to use about tattoo care, and brands didn’t have taken any action yet. So, tattoo owners didn’t know which product to use to keep their tattoo protected. This was a potential opportunity for us. At the same time, In Turkey, tattoo is a taboo due to the religious prejudice. Despite that, 1,4th of people have a tattoo. But when it comes to show them, they are afraid of getting culturally executed. We reach the conclusion that people need to know that tattoos are not something to be hidden or shamed.

For the first time a brand created a book of immortalized stories that tattoo-owners wanted to last forever.

We created a tattoo bank to keep every tattoo owners’ story forever and made each tattoo certificated with a copyright.

Bepanthol, not only cared for the skin but also the tattoo owners felt taken care of.

Our films were loved so much, the audience asked for a continuation of the series. The films pulled heavy traffic on social media from the very first moment they were broadcast. Our campaign attracted a great attention, it ranked 1st in ad searches for March 2022, Bepanthol Derma reached record sales in the category. The ad brand match score reached to 97%. Top of mind awareness on tattooed skin care score has increased from 43 to 56. The recommendation score of Bepanthol Derma for tattoo care has increased from 17 to 35.

Since tattoos are considered a sin by a large part of Turkey (due to religious prejudice), people had to hide their tattoos at work and even from their families most of the times. Brands do not cast people with tattoos in advertisements to not to raise the majority’s eyebrows. From that perspective, seeing a tattooed person in the ad was something new for people in Turkey. To break the cultural stigma against the rebellious perception of tattoos, we focused on the human stories that bonds us.