The content features characters in extreme scenarios, such as being stuck in a freezing cold jail cell or being challenged to blow up 1000 balloons
Vaseline has teamed up with creator agency Amplify to launch a short film campaign on TikTok showcasing its lip care range.
The work, featuring TikTok filmmakers and emerging talent from Australia and South Korea, puts Vaseline to the test in unexpected ways.
Mon & Han (@monandhan) and Molly McCrann (@moldogaa) in Australia and Videographer YCN (@ycn_videographer) and Jin and Hatie (@hatin) in South Korea brought their own styles to the flims by blending creativity and humour.
The content features characters in unexpected, extreme scenarios - such as being stuck in a freezing cold jail cell or being challenged to blow up 1000 balloons - artfully showcasing Vaseline's long-lasting moisturisation benefits.
The campaign, which reached more than 300,000 organic views in 48 hours, aims to engage audiences beyond existing brand reach.
The campaign also includes a film school initiative which gives aspiring filmmakers 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 Sydney filmmaker Lara Brighton.
Unilever International assistant skin care manager Hui Su Li said audiences are looking for entertainment, not ads.
“This campaign has been an exciting opportunity to showcase our lip care range in novel, engaging ways,” Li 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.”
Amplify group operations and growth manager Hayley Adams 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,” Adams said.
Teasers, films, behind the scenes and reaction videos are live across @VaselineANZ and @Vaseline TikTok profiles now.
