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The Mentholatum Whitening Hand Veil ad campaign is simple and clever. It reverses the typical hand shadow puppet routine to make it appear as though the hands themselves are shining like a flashlight to show how white this hand cream can make them. It was conceived and executed by TBWA, an ad agency based in Hong Kong, China.

Available only in the Asia Pacific region, the Mentholatum Whitening Hand Veil is as effective at lightening hands as it is at relieving dry and chapped skin. Of course, the ad campaign focuses on the former rather than the latter since it knows that the target demographic is often more concerned with the light tone of their skin. The campaign was art directed by Ken Hui, Jacqueline Hung and Joe Chow with illustrations by Bon Leung.