Kahf: Do Away With Dualtone

Once men saw it, they couldn't unsee it.

Do Away With Dualtone is a campaign concept for Kahf built on a simple insight: the tan line is visible proof of long-term sun damage. While men’s skin quietly accumulates UV damage, sunscreen has rarely been positioned as something for them. By giving this overlooked phenomenon a name and turning it into a bold visual symbol across print, digital, and outdoor media, the campaign reframed what many men considered normal as undeniable evidence of damage, making Kahf's sunscreen the obvious solution.