Vaseline has launched a new short film campaign on TikTok showcasing its lip care range featuring filmmakers from Australia and South Korea.
The campaign, developed with creator agency Amplify, puts Vaseline to the test in fun, unexpected ways.
Among the first creators involved in the campaign include Mon & Han (@monandhan) and Molly McCrann (@moldogaa) in Australia and Videographer YCN (@ycn_videographer) and Jin and Hattie (@hatjin) in South Korea. These creators have brought their distinctive storytelling styles to the films, blending creativity and humour to showcase Vaseline’s long-lasting moisturisation benefits in unique ways.
The content features characters in unexpected, extreme scenarios – such as being stuck in a freezing cold jail cell, or being challenged to blow up a 1000 balloons – artfully showcasing Vaseline’s lip care range as it comes to the rescue with its long-lasting moisturisation of up to 72 hours.
The campaign has already gained strong traction, with the films garnering over 300,000 organic views in 48 hours, demonstrating the ability of quality content to engage audiences beyond existing brand reach.
It also includes a film school initiative, offering aspiring filmmakers in Australia the opportunity to participate through a grant-funded competition. Emma Smith and Damon van der Schuit, two filmmakers and actors from Alice Springs have been chosen as the winners for Australia with their short film now in production. Honourable mention went to Lara Brighton, a Sydney filmmaker who also submitted a playful and pop cultured soaked entry. This initiative reinforces Vaseline’s commitment to nurturing emerging talent and fostering creative storytelling.
“Audiences are looking for entertainment, not ads. This campaign has been an exciting opportunity to showcase our lip care range in novel, engaging ways,” Hui Su Li, assistant skin care manager at Unilever International, said.
“The process of co-creating with film producers, creators and creative minds from TikTok and Amplify has been extremely synergistic, and we’re looking forward to seeing how audiences connect and engage with these stories.”
Hayley Adams, group operations and growth manager at Amplify, said: “This campaign has been about creating stories that resonate rather than just showcasing a product. Working with Vaseline to bring fresh creative perspectives to life has been a rewarding process, and we’re excited to see how audiences respond.”
The campaign is being launched in true drama series fashion: with teasers, films, behind the scenes and reaction videos already live. Check out the @VaselineANZ and @Vaseline_Korea TikTok profiles for the latest updates.
Top image: Jin & Hattie, and Mon & Han