Cannes Lions

Reveal the pride inside

WUNDERMAN THOMPSON BENELUX, Antwerp / VASELINE / 2023

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Overview

Entries

Credits

Overview

Background

Vaseline has always been an inclusive brand. Their brand purpose - Giving every body healthy skin to live without limits

“live without limits” because healthy skin isn’t just functional, it’s highly emotional. Healthy skin is essential to living your best life.

“every body” is intentional - They care for all skin types, no matter someone’s age, gender, ethnicity or sexual orientation.

The LGBTQ+ community is still facing hate and discrimination, which is often expressed through hate towards the Pride flag. Those colors can be found in all of us, especially when we go through high intensity emotions, emotions unlocked by a kiss.

That’s why, to support this year’s PRIDE all over the world, Vaseline lip balm showed the world, that a kiss captured by a thermal camera unlocks the colors of pride in all of us, no matter our sexual orientation.

Execution

By using a special thermal camera, the photographer worked with the couples to reveal their true emotions unlocked with a simple kiss.

Outcome

The campaign was launched in Canada but will roll in major European and US cities in the following months

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2024, VASELINE

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