Vaseline wanted to become a symbol of modern life-hack culture. We responded by bringing the iconic blue tub out of the bathroom and challenging our Gen-Z audience to get smart with it.
This campaign explores the many forms of Vaseline through print, interactive OOH, packaging, and even gaming, showing how petroleum jelly can be so much more — if you’re clever enough to uncap its potential.
✎ Gold Pencil | 2025 Young Ones One Show
✎ Shortlist | 2025 One Show ADC
ANTHEM: It all starts with an unexpected idea.
PRINT: Words and images meant to provoke deeper thought.
OOH: Open spaces, open minds.
IN-STORE: Something clever coming to a shelf near you.
EXPERIENTIAL: We set up seasonal outdoor stations, sharing first-hand knowledge on how a little jelly can go a long way.
COMMERCIAL: We encouraged viewers to create their own definition of Vaseline.
MICROSITE: We designed an archive to help people track Vaseline’s variety of hacks, and discover a few more as well.
VASELINE x CONNECTIONS: It takes brains to figure out Vaseline’s countless uses. Play Connections and solve for the Vaseline Hacks category.
VASELINE x MINECRAFT: Introducing the Vaseline block.
Copy: Maxwell Berry, Andrew Folino, Eric Sun, and me!
AD: Anders Westlund