| Title | VASELINE LEAF BILLBOARD |
| Brand | UNILEVER PHILIPPINES |
| Product / Service | VASELINE |
| Category | D01. Use of Adapted Billboards / Posters |
| Entrant | OGILVYONE WORLDWIDE Manila, THE PHILIPPINES |
| Idea Creation | UNILEVER PHILIPPINES Manila, THE PHILIPPINES |
| Idea Creation 2 | OGILVYONE WORLDWIDE Manila, THE PHILIPPINES |
| PR | BRIDGES PR Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Maffy Tamayo | OgilvyOne Worldwide Philippines | Senior Account Director |
| Tricia Bucag | OgilvyOne Worldwide Philippines | Senior Account Manager |
| Toto Chichioco | Hogarth & Ogilvy Philippines | Broadcast Producer |
| Kristine Talusan | Hogarth & Ogilvy Philippines | Print Producer |
| Czar Carbonel | OgilvyOne Worldwide Philippines | Senior Engagement Consultant |
| Carolyn Abrigo | OgilvyOne Worldwide | Creative Director |
| Karl Garcia | OgilvyOne Worldwide Philippines | Copywriter |
| Rein Dionisio | OgilvyOne Worldwide Philippines | Art Director |
| Michael Sicam | OgilvyOne Worldwide Philippines | Executive Creative Director |
No one talks about Vaseline Petroleum Jelly in the Philippines. In fact, hardly anyone knows it can moisturize and heal dry skin. So for the brand’s relaunch, we needed to get people talking, and create a demonstration of scale – big enough to cut through on-ground and online. Just like our skin, leaves are up against the elements everyday. We used them to test the power of Vaseline Petroleum Jelly. During the hottest time of the year, we covered a billboard on Manila’s busiest highway with leaves. One side was coated with Vaseline, while the other side was left exposed. This simulated what happens to well moisturized skin. After a few days, the unprotected leaves wilted. The outdoor demo lasted only for 3 days, but lived longer online, reaching 22 million people. Conversations jumped almost 40% and Vaseline Petroleum Jelly sales increased by 108% - the highest ever for Petroleum Jelly.