Marks - The Family

November 2017


Cicatricure is a cream that facilitates the disappearance of scars. The idea is to show the memories that are marked and can´t be eliminated: for the rest of the marks there is Cicatricure.

Print advertisement created by Brother Ad School, Argentina for Cicatricure, within the category: Health.


Erasing marks than can be erased

Advertising School: Brother Ad School, Buenos Aires, Argentina
Art Director / Illustrator: Victoria Kociman
Art Director: Franco Dagotto
Copywriter: Arnaldo Aldana
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Fran Luckin's picture

I had to read the description under the ad to find out what the product was, and until I did that the ad didn't make sense. I think it would be easier to get the idea if the copy used "scars" instead of "marks." We generally talk about psychological "scars" rather than psychological "marks."

Fran Luckin
Activity Score 17
Chief Creative Officer at Grey Africa
Swati Bhattacharya's picture

i absolutely love it.v.v. clever and pretty cool.
just when you think you had seen all the pimple ads...something as refreshing as this comes all. you can push the craft a little bit more and you have a winner.good idea to call it scars and not marks

Swati Bhattacharya
Activity Score 11
Chief Creative Officer at FCB Ulka
Corey Cruz's picture

I like the crafting of the artwork! It would help to work on the copy a bit more—and pay attention to typos! Without the description or the knowledge that “cicatrice” means “scar,” there is a bit of processing time required of the viewer to understand that oh, there are things that (psychologically) scar you for life, but at least Cicatricure helps erase physical scars.

One piece of advice that I was given early on as a junior: hiding the product isn't clever. Embrace it, figure out how to integrate it into the visual.

Corey Cruz
Activity Score 8
Regional Creative Director - APAC at Digitas