The peelable advert. Skincare was the obvious category to make use of this hot new fad. And in the U.S., Burt's Bees Intense Hydration has.

Its peelable billboard by Advertising Age's Agency of the Year in the Small Agency Awards 2012, Baldwin&, shows the face of a woman with dry, flaky skin. Passers-by can peel off the outer layer to reveal smooth, moisturised skin beneath. The extra and rather nice touch is that the 'flakes', are $3 coupons. Because Burt's Bees is an eco-friendly brand, the coupons were also printed on post-consumer recycled content and the billboard itself on recyclable nylon.

But, skin beauty is nice to have. Skin health is life-saving. Publicis London has stolen the peelable show for a good cause. Epidermolysis Bullosa is a genetic skin condition in which the skin fails to fue properly, so that even the lightests touch causes blistering and tearing.

Publicis' pro bono Facebook campaign is the first that the national charity for Epidermis Bullosa support, DEBRA, has created.

The app features a moving image of a young boy, who at first has a plaster-shaped graphic over his chest. On it, the text, “Want to know what it's like to be a parent of a child with EB?” invites the viewer to peel the plaster. Underneath, the boy's chest is blistered and severely inflamed.

The app then makes its possible to share the cmapaign via social media, find out more about EB and DEBRA and donate to the charity.

Burt's Bees – a classic before and after demo made interactive. Great idea. Epidermic Bullosa – a child's pain made experiential. Brilliant idea.
The peelable advert. Superb.