Insight
Daily disruptions can hold back enjoyment, but Vaseline helps turn those disruptions into smooth, easy experiences.
idea
With Vee (the mascot) at the forefront, Vaseline turns friction into freedom."
This concept personifies Vaseline through Vee, the animated Vaseline mascot, who embodies the brand’s ability to smooth out life’s everyday disruptions. The campaign execution spans OOH (out-of-home advertising), social media, a website, and an engaging stunt—all reinforcing Vaseline as a fun, dynamic, and essential solution for Gen Z.
out of home
out of home
social media
social media
outcome
The final campaign design effectively repositioned Vaseline as a versatile, lifestyle-driven essential by blending a bold, engaging mascot with immersive, multi-platform storytelling. This approach reinforced Vaseline’s role in eliminating daily disruptions while resonating with a Gen Z audience, driving brand engagement, cultural relevance, and product adoption