VASELINE/
Global Brand Campaign
KEEPING SKIN AMAZING /
TVC | Digital | Print | Poster | Out Of Home | Packaging | Style Guide | Documentary /
Prior to this repositioning, consumers connected with Vaseline as the generic name for petroleum jelly, unaware of its extensive skincare range. With a heritage of over 130 years, it was appropriate that Vaseline be known as “the skincare expert”. In a category flooded with beauty images, we set guidelines to challenge the status quo. We used all skin types, bodies, and their parts to demonstrate Vaseline’s expertise against basic skin truths, highlighting its remarkable qualities and prompting the desire to care for it. Healthy skin was portrayed naturally and absent special effects or make-up to build integrity behind the message as we set the stage for a product family rollout.
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AWARDS
GLOBAL EFFIE GOLD / D&AD SILVER PENCIL | NOMINATION | FINALIST / CANNES LIONS BRONZE | SHORTLIST / BRITISH ARROWS BRONZE / ONE SHOW GOLD | FINALISTS / CLIO GOLD | ANDY’S BRONZE / KELLY’S | FINALIST / COMMUNICATION ARTS / AICP WINNERS / MOMA’S 2007 AD FILM ARCHIVE
TVC | Digital | Print | Poster | Out Of Home | Packaging | Style Guide | Documentary /
Prior to this repositioning, consumers connected with Vaseline as the generic name for petroleum jelly, unaware of its extensive skincare range. With a heritage of over 130 years, it was appropriate that Vaseline be known as “the skincare expert”. In a category flooded with beauty images, we set guidelines to challenge the status quo. We used all skin types, bodies, and their parts to demonstrate Vaseline’s expertise against basic skin truths, highlighting its remarkable qualities and prompting the desire to care for it. Healthy skin was portrayed naturally and absent special effects or make-up to build integrity behind the message as we set the stage for a product family rollout.
-
AWARDS
GLOBAL EFFIE GOLD / D&AD SILVER PENCIL | NOMINATION | FINALIST / CANNES LIONS BRONZE | SHORTLIST / BRITISH ARROWS BRONZE / ONE SHOW GOLD | FINALISTS / CLIO GOLD | ANDY’S BRONZE / KELLY’S | FINALIST / COMMUNICATION ARTS / AICP WINNERS / MOMA’S 2007 AD FILM ARCHIVE
TV
Print
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Newspaper Wrap
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OOH
Digital
Digital Content / Documentary