16/10/2026
What if the first step towards a diagnosis started with a game? 🎮
Meet Akne Inversa Unlocked, a disease awareness campaign we created in partnership with a well-known pharmaceutical company to help men in Germany aged 18 to 35 recognise the signs of hidradenitis suppurativa (HS).
HS (known in Germany as akne inversa) is a chronic inflammatory skin condition, and people often go years without a diagnosis. Men this age tend to put off talking to a doctor, so we met them where many already are: inside games, on gaming sites and on YouTube.
Using playable and animated ads built on familiar gaming mechanics, we helped people spot the symptoms and learn more.
The results over 103 days:
👀 11.2M impressions
🖱️ 140K+ clicks
💬 Hundreds of young men taking the first step towards diagnosis
Awareness works best when it fits into people’s lives, not when it interrupts them 💜