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Idea, promo videos
Idea, production
beans agency
A lyrical note from our team: this is one of those projects you can call transformative — the kind of experience that truly changes you. And we’re incredibly grateful it happened to us.
The “Unburned” project has been helping Ukrainians for several years now to cope with scars caused by war-related injuries. They’ve done an amazing job reducing the physical and aesthetic discomfort of their patients — but now, they’ve taken on a new mission: to ease the pressure of societal judgment.
Yes, it’s the third year of the full-scale invasion, and yet scars still seem unusual — or even shameful. Instead of understanding, they’re often met with intrusive questions, stares, or careless comments.
That’s why the main mission of this campaign was crystal clear — TO CHANGE THAT.
After dozens of hours of interviews with the patients of Unburned, we realized three things:
1. Oh my God! These people are incredibly strong — their will to live is absolutely fierce.
2. They’re not ashamed of their scars at all. In fact, some even call them beautiful.
3. And that’s because, to them, scars are a reminder that “I’m alive.” And really — is there anything more important than a second chance at life?
In truth, all of our heroes have come to accept their new bodies. They’re not ashamed of their scars — on the contrary, they’re grateful that scars were all they got. “It’s not the worst thing that could’ve happened,” one of the patients told us.
So we decided to shift the focus: away from the idea that scars are something scary, strange, or negative —
and toward the truth: scars are actually a reason to celebrate. Because these people survived. They’re still here. And that’s what matters most.
It’s what drives them forward. It’s what gave them the inspiration to truly live — and even find new meaning along the way.
We created 10 videos: 9 individual stories, each dedicated to one of our heroes, and one main video that conveys the core message of the project.
Scars mean life.
They’re a symbol of a second birthday.
– We used the date of the second birthday at the beginning of each video
– We visualized the story of the injury through various symbols and metaphors
– We showed each hero’s will to live through their hobbies, personal growth, and desire to move forward
– We gave instructions on how to properly react to scars through the words of the heroes themselves. They became the voice to society.
– We showed close-up shots of scars to break the taboo and remind once again: this is normal, it’s part of these people, a reality of our everyday life. It’s time to get used to it.
– Clay and a broken pot as a visual and metaphorical parallel: fire that shapes a new form, textures resembling skin with scars, real aesthetics, even if the texture is not perfect.
Honestly, the most important achievement of our work was the wonderful feedback from the heroes themselves and the Unburned team. But the videos also resonated with thousands of other people.
On the project’s Instagram page alone, the video posts gathered 1,683,700 views and 7,200 likes.
The media spread the heroes’ stories, and for example, the marketing publication MMR also covered it.
The issue of perceiving scars reached millions of people, as the main video was broadcast on television, including during the telethon, and also before the start of each screening in all Multiplex cinemas.
The advertising campaign even made its way into the subway: the citylights with the main message reminded Kyiv residents every day of the true meaning of scars.
these people have two birthdays.
And life is worth other emotions, certainly not pity or sympathy.
