Defined by your Hands

Concept ideas & art direction

Immanuel Kant said that “the hand is the visible part of the brain”. When you’re in good physical health, they’re how you express yourself. Part of how you show your happiness. Frustration. Love. Your primary tool for interacting with the world around you. Your hands can often define you.

But what does that mean if you’re living with *CHE? When, instead of reacting to your expressive hand gestures, your client at work notices your red, inflamed, damaged skin? Instead of connecting with a fist bump, your old friend wonders if you’re okay. Untreated (or poorly treated), CHE can send the wrong message about who you are. It can stand in the way of the fully rounded, interesting, complex person that you are - defining you exclusively by the one thing you seemingly have no control over.

This campaign shockingly exaggerates the idea of being defined by your hand: your personality and all the things that make you special and unique being replaced by a vision of an eczema-affected hand.

Client: LEO Pharma
Agency: BBH London

*CHE (Chronic hand Eczema)