Vaseline is wooing Gen Z on Tik Tok with a series of mad challenges and the creative talents of Tik Tok filmmakers and emerging talent from Australia and South Korea. Each creator brought their distinctive storytelling style to their film, blending creativity and humour to highlight 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 1,000 balloons.
The campaign films have already collected over 300,000 organic views in 48 hours, demonstrating the ability of quality content to engage audiences beyond existing brand reach.
The campaign 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-culture-soaked entry. This part of the campaign aims to reinforce Vaseline’s commitment to nurturing emerging talent and fostering creative storytelling.
Hui Su Li, assistant skin care manager at Unilever International, stated, “Audiences are looking for entertainment, not ads. This campaign has been an exciting opportunity to showcase our lip care range in novel, engaging ways. 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, added, “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 videos, and reaction videos already live.
