Communication Campaign – Don’t pop it, treat it
LABORATORIOS BABÉ
Industry: Dermocosmetics
Services: Research and insights, art direction, conceptualisation, production, post-production, 3D design and rendering, on & offline campaign, PR, international activation via partners.
A dermatological truth + a universal insight
The result: a disruptive campaign with a provocative yet mindful tone, designed to educate through empathy.
The Client
Laboratorios Babé is a dermocosmetic brand specialising insafe, effective formulas endorsed by healthcare professionals.
Guided by the purpose of “caring for those who care”, the brand sells exclusively through pharmacies, nurturing long-term trust with pharmacists and dermatologists.
The Challenge
To reactivate and reposition the STOP AKN line as a comprehensive acne solution, the challenge was to designing an educational campaign that would stand out, shed light on the consequences of manipulating acne, and resonate with both young and adult audiences.
At the same time, it needed to generate traffic, build community, and strengthen pharmacy-channel relationships.
Our Thought-Process
Starting from a dermatological truth and a universal insight, we created a bold yet empathetic campaign.
We developed a multichannel narrative in which each piece played an educational role, while aesthetics became a language of their own ASMR, interaction, reversibility, emotion).
The final claim — “Spot it, spot it now” — brought the journey to a close with a direct call to action.
Our Solution
From a medical truth — squeezing a spot can worsen acne and leave irreversible marks — we built a concept that spoke directly to the audience: “Don’t pop it, treat it.”
This near-universal insight allowed us to connect emotionally, positioning STOP AKN as an effective and respectful alternative for skin health.
Based on this, we developed a campaign that blended a provocative tone, impactful aesthetics and an educational narrative designed to raise awareness.
The campaign was structured as a multichannel ecosystem: teaser content, educational capsules, PR activations for pharmacies and influencers, and an interactive website with a personalised test. Each piece was designed with a specific purpose: to educate, to give visibility, or to activate.
The closing claim —SPOT IT, SPOT IT NOW— delivered a clear message: act with knowledge and leave behind impulsive solutions. STOP AKN successfully repositioned the line and reinforced Laboratorios Babé’s expert voice in acne treatment.
Don’t pop it, treat it.
Spot it, spot it now.
The art direction deliberately broke away from category clichés: bubble wrap as a metaphor for impulse, green balloons as a tension element, and ASMR techniques to reinforce the message.
Some key facts about the campaign:
71
best performance video views
1,3
impressions
517
people reached
8
countries published the campaign
6
countries translated the content
4
countries replicated the campaign landing page