creative strategist
Role: Strategy, Art Direction
Turn Vaseline into the symbol of modern life-hack culture, making it a bold, iconic brand for a new generation.
The Insight:
Being young is a highlight reel of moments you’ll laugh about later…or pretend never happened. For every cringe-worthy, chaotic, or unexpectedly wholesome moment, one tiny jar of Vaseline has seen it all—and somehow fixed most of it.
The Idea:It’s time to stop keeping Vaseline’s magic a secret, and reveal the best, weirdest, and most surprising ways it’s come to the rescue. Don’t be afraid to spill the tea. There’s probably a Vaseline hack to clean it up.
Phase 1: Spilling the Secrets
It all starts with an open call to our audience—a recruitment campaign inviting people to confess their best Vaseline secrets and stories in the virtual Jar Diary.
Phase 2: Taking Over Social & OOH
The best (and weirdest) submissions won’t stay secret for long. They’ll take over billboards, flood social feeds, and get everyone talking.
Phase 3: The Physical Diary
Finally, the best Vaseline stories from the campaign will be compiled into a coffee table diary—a tangible, lifelong collection of the most surprising, hilarious, and genius Vaseline hacks.
Art Direction: Mia Forouhari, Jasmine Zhang
Copywriting: Kira Chick