Almirall reimagines famous works of art such as the Mona Lisa in new atopic dermatitis campaign

What if the Mona Lisa or the Girl with a Pearl Earring had dry, scaly patches on their skin? They do in Almirall’s “Atopic Museum,” created to broaden awareness of atopic dermatitis (AD) and to tackle some of the myths around it.

The online museum features eight famous paintings with altered titles and AD patches added to the subjects’ skin in the artwork. Paul Gauguin’s When Will You Marry?, for example, becomes When Will You Scratch?, while Johannes Vermeer’s Girl with a Pearl Earring is The Girl With Eczema. The subjects in the reimagined copies of the paintings have visible scaly red or darkened skin patches, with some also shown as itching, sleepy or depressed, which are all symptoms of AD.

Each painting slide includes one myth, such as it’s contagious or that it’s only a pediatric disease, which visitors can click on to find out a…
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