client : vaseline
product : skincare
idea : use skin to demonstrate vaseline’s expertise by pointing out basic skin truths and highlighting its remarkable qualities.

most consumers connected with vaseline as the generic name for petroleum jelly and were unaware of the rest of the its skincare range. with such a rich heritage it felt appropriate that vaseline should be known as 'the skin care experts' and with that we set guidelines that required us to tell the story in a skin centric way.

tvc : sea

it was important that healthy skin be portrayed naturally and absent of special effects or make-up in order to build integrity behind the message.

print

digital : the 'go to' place for expert advice on skincare.

out of home

brand guidelines

digital : documentary - the making of