Cannes Lions

VASELINE COSMETICS & BEAUTY

BBH ASIA PAC, Singapore / UNILEVER / 2008

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Overview

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Credits

Overview

Description

“Your Skin Is Amazing”. A new positioning for the brand. The challenge was to find new, surprising ways for people to reappraise the amazing qualities of their skin.

Execution

We used an unusual, tactile approach where people could connect with the idea through sense of touch.

Braille stickers are discovered by sense of touch - then people see the words ‘Your Skin is Amazing'. The Braille language acts as a truly amazing demonstration of skin’s sensitivity!

Outcome

Vaseline was repositioned in 2006 around the truly big idea of "keeping skin amazing". Working with the campaign, we've found it is truly "big" in its ability to spark off great creativity in many forms. The work in Singapore, focusing on the power of touch and skin's ability to decipher the world for us, was a great example of this. We deployed it widely in outdoor and point of sale, inviting a physical interaction with our brand thought, and have thus started on a journey to elevate the importance of skin in people's minds.

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