Proof of a life well-lived.

OBJECTIVE: Transform Vaseline, a 150-year-old classic, into a ‘life-hack hero’ for Gen Z.

STRATEGY: The person who doesn’t need Vaseline has never really lived. Scars, burns, bruises? These aren’t imperfections. They’re proof of a life well-lived. These marks are badges of honor, showing that you dared to live a life defined by action and perseverance rather than timidness.

The execution

Using out-of-home ads and experiential vending machines, we’re reminding Gen Z that life isn’t meant to be pristine. It’s meant to be felt. Live it. And let Vaseline smooth the way.