See Different - Burns and Smiles | Clapboard Ad Archive
Burns and Smiles' 2018 campaign See Different, created by TBWA for the French public service sector, leverages a deeply personal narrative to confront societal perceptions of burn victims and promote empathy through the power of storytelling. The campaign centers on the journey of a burns survivor who discovers his own distinctive way to enjoy the cinema experience, thereby transforming a potentially isolating physical reality into an empowering act of inclusion. By inviting viewers to engage with the hashtag #SeeDifferent, the campaign extends its reach beyond the film to foster a digital community on the association’s Facebook page where burns victims and their allies can find solidarity and support. What Clapboard’s taxonomy would classify as FORMAT#5 EXEMPLARY STORY, the campaign uses the individual’s lived experience as the vital narrative device through which the brand’s mission is communicated, ensuring that the ‘product’—in this case, the association’s advocacy and community-building role—is integral to the story’s emotional resolution. The cinematic portrayal is carefully calibrated to evoke hope and resilience, urging audiences to reconsider their preconceived notions about physical difference and to recognize the unique humanity of those affected by severe burns. This emotional and inclusive approach situates Burns and Smiles not merely as a support organization but as a catalyst for cultural change in public attitudes toward disfigurement. The campaign earns 68/100 in Clapboard’s global creative archive. See Different matters to the industry because it demonstrates how public interest campaigns can harness intimate storytelling to shift societal perspectives while reinforcing the transformative potential of community engagement in health-related advocacy.
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