This campaign is targeted specifically for Dermatologists to educate them about a rare, but potentially deadly skin disease called Generalized Pustular Psoriasis (GPP). Within two hours, GPP can cause pustules to erupt all over a patient’s body and require hospitalization. Because it’s so rare, Dermatologists are not familiar with GPP and don’t understand how different it is from other, less severe forms of psoriasis.

Boehringer Ingelheim is preparing to launch a product to treat GPP. It’s critical for them to raise awareness among Dermatologists of this deadly disease, build empathy for suffering patients, and teach them more about the disease. Although it is common for pharmaceutical companies to communicate with physicians about a disease, these campaigns are usually boring and highly scientific.

We needed a campaign that could stand out amongst the noise and appeal to Dermatologists, who are less scientific and more attuned to beauty and aesthetics.

To educate Dermatologists how devastating GPP can be, Boehringer Ingelheim partnered with internationally renowned fashion designer Bart Hess, whose roster of work includes designs for Lady Gaga, to create promotional items for the Unwearable Collection: four distinct pieces of couture, each inspired by real patients’ experiences with GPP.

The Unwearable Collection premiered at the American Academy of Dermatology (AAD) Annual Meeting, the world’s biggest dermatology convention. At medical conventions, most booths are typically filled with clinical data and medical information. Instead, we transformed the space into a haute couture fashion gallery experience that stood out in stark contrast to the other booths. The gallery proudly displayed Bart’s four creations along with information about the disease, a brief description of each piece, and the real patient quote on which it’s based. Like an art gallery debut, visitors were invited to view each outfit and meet live with the designer, Bart Hess.